XXL WINES

Some go light. XXL goes XXL.

XXL is a flavored wine and spirits brand built on one unapologetic idea, Without Manners, pouring fourteen fruit-forward flavors across wine, spirits, and sparkling at 16% ABV. With the loudest personality in the aisle, XXL asked Ruckus to make the marketing match the mouthful, for people who never learned to sip quietly.

Own attention, don't rent it

The high-ABV, ready-to-party aisle is packed with copycats, so XXL needed to crowd it out rather than compete quietly. A challenger brand runs on content, and XXL needed a year and a half of it built to move fast across every platform, then show up just as confidently on the shelf, from the bodega cooler to national chains.

One production, cut for everywhere

Ruckus wrote, cast, and shot a two-day film and photography production across four New York locations, from a liquor store to a beach to a club, banking a hero film, a full run of social cutdowns, and a photography library sized to last a year and a half.

That single shoot now fuels organic social, paid media, email lifecycle, out-of-home, and retail point-of-sale, all carrying the same loud grotesque type and full-volume voice, with Ruckus running the monthly social calendar and staying on as XXL's ongoing content partner.

A brand at full volume

The production shipped a hero film, a full run of social cutdowns, and a photography library sized for a year and a half of content, now live across organic social, paid media, email, and national retail, from the corner cooler to big-box shelves, with Ruckus staying on as XXL's marketing and content partner month after month.