Overview

• Ugly Estates, a collaboration between Ryan Reynolds' Maximum Effort and Gallo Winery, introduces boxed wine as a casual, sustainable alternative to traditional bottles.
• The brand's initial offerings include a Chardonnay and a Cabernet Sauvignon, packaged in recyclable 1-liter Tetra Paks with 33% more wine than standard bottles.
• Peggy the Hairless Pug, known for her role as Dogpool in 'Deadpool & Wolverine,' is the centerpiece of the marketing campaign, emphasizing humor and approachability.
• Ugly Estates targets younger, eco-conscious consumers with its affordability, portability, and lack of traditional wine pretension.
• Currently available in Texas, the brand plans a broader rollout, aiming to disrupt the wine industry and expand the boxed wine market.