Arterra Wines Canada debuts MXM, a Canadian-made hard flavoured wine aimed at high-energy occasions

# What happened

Arterra Wines Canada launched MXM, a new Canadian-made hard flavoured wine, in September 2026. The brand is being introduced nationally and is described as a wine crafted to challenge how wine is used at contemporary social occasions.

# Product profile

MXM is presented as a fruit-forward, high-intensity wine with smooth drinkability. It is aimed at occasions that have tended to favour ready-to-drink cocktails (RTDs) and spirits. Arterra is releasing MXM in four flavour varieties: blackberry, lemonade, peach and watermelon.

Alcohol content is 16% ABV for the national formulation. Quebec will receive a 15% ABV version.

# How Arterra positions MXM

Gurston Allen, senior brand manager for MXM at Arterra Wines Canada, frames the launch around changing drinking habits among younger consumers. He says the brand seeks to combine the bold flavours and intensity consumers currently seek with the category familiarity of wine, enabling wine to be chosen for moments where it hasn't traditionally been present. The company also mentions a focus on a price point aligned with current consumer spending patterns, though no price was published in the announcement.

# Market intent and audience

MXM is positioned to reach drinkers who gravitate toward bold flavour and higher impact drinks, bringing those attributes into a wine-based product. The launch targets occasions that call for energy and intensity—settings where RTDs and spirits currently have traction—by offering a wine formulation with similar sensory cues.

# Launch details and availability

• Launch timing: September 2026, nationwide in Canada.
• Flavours: blackberry, lemonade, peach, watermelon.

# What this means for operators and buyers

For restaurants, bars and retail buyers, MXM represents another wine-format option to program for younger and flavour-seeking customers. Because it is positioned to occupy moments commonly reserved for RTDs and spirits, operators may consider it for promotions, high-energy events, day-part offerings like patio or poolside service, and mixed-drink style menus where a fruit-forward wine fits the occasion.

Buyers should confirm provincial availability and ABV-specific regulations, especially given the different ABV formulation noted for Quebec.

# Where this was reported