Smiling Wolf

When we looked at the “low and no” category, we found exactly that. Low impact, no personality. But when we got under the skin of our target audience, we found a thirst for something very different.

We knew it was time to usher in a new era of adult social occasions, for a new kind of drinker. By celebrating and elevating our liquids, occasions and character in the context of revelry, not abstinence, we could become the first choice for smart hedonists, not the compromise. Because you can stay in. Until you go out. You can sweat it out on the dancefloor. And sweat again, on the gym floor. You can drink harder, and live smarter.

It's freedom to choose both that separates the cans from the cannots. And Smiling Wolf? We choose everything, and moderation.

From the bottle to the barware, from content to campaign, we created a different kind of beast. Smiling Wolf is a style-enhancing, smarts-advancing, vibe-starting portfolio of beverages, that look like a spirit, taste like a spirit and behaves way naughtier than a spirit. All the ritual. None of the compromise. Playing in a world of duality, the brand is there for every moment in our audiences’ lives, whether they’re hitting Hyrox or hitting the dance floor.