The Wine Girls

CLIENT

Wines of Ontario (VQA)

The PROJECT

Introducing Wine Discovery to a New Generation

SERVICES

Integrated Marketing Communications

Brand Development

Experiential & Community Engagement

We partnered with Wines of Ontario (VQA) to create The Ontario Wine Girls, a bold cultural platform designed to connect Millennial and Gen Z consumers to Ontario wine.

CONTEXT

Younger consumers are reshaping wine culture. Millennials and Gen Z are drinking less overall. When they do, they select brands that reflect their identity, values, and communities. Ontario wine needed a modern, culturally resonant way to authentically introduce itself to the next generation.

The Strategy

We created The Ontario Wine Girls, Pinot, Chard, and Sparkling, three drag queens who embody and celebrate Ontario's marquee varietals. Chard is smooth, refined, and effortlessly confident, Pinot is complex, moody, and beautifully layered, and Sparkling is extra in all of the right ways.

CANADA'S ICONIC QUEENS

We cast Canada's top drag talent and collaborated with the costume designer of Canada's Drag Race to craft the Queen's signature looks. The platform quickly gained traction and one of our Queens, Sparkling, was announced on Season 6 of Canada's Drag Race shortly after the campaign debuted.

NIGHTLIGHT & ENTERTAINMENT

The campaign came to life across Millennial and Gen Z nightlife corridors, entertainment districts, and social culture hubs, positioning Ontario wine at the centre of the places and moments where younger audiences gather, celebrate, and express themselves.

COMMUNITY ENGAGEMENT

Weekly experiential activations at Toronto licensee venues transformed Ontario wine into a visible and vibrant part of queer community life, creating ongoing opportunities for discovery, conversation, and authentic cultural connection.

THE RESULTS

Ontario wine sales rose 78% from March - August 2025 compared to the previous year.

More  
work

Dance Champions

Brand Development

Integrated Marketing Communications

Video and Photography Production

Expressions Of the Vine

Integrated Marketing Communications,

Brand Identity & Expression

Experiential & Community Engagement