Two Thirsty Bulldogs: how ‘different’ could pull in millennials

Drinks: Drinks, Wines
Location: UK
Other: People

Matthew Edwards and Sultan Rashid

Think that your customers might fancy a bottle of Amarone, where the label’s made out of coke cans? Or blue wine? Or a tea/wine blend? Well that’s the pitch of new wine merchant Two Thirsty Bulldogs.

Set up by Sultan Rashid, owner of, and named after his two French Bulldogs, it is a new wine merchant with a clear USP: ‘to focus on products with a difference’.

It certainly does that. Chablis, Rioja and Champagne are conspicuous by their absence.

Instead, the launch portfolio includes Gik, the blue Spanish wine that baffled the trade when it appeared in autumn last year; Fragolino, a strawberry infused frizzante from the Veneto; and the Poet range of wine/tea blends that includes Merlot with chai masala and Grenache with earl grey.

Villa Oppi, its Amarone, appears relatively normal (and typically expensive), apart from the fact that the label is made out of re-used Coke cans.

Two Thirsty Bulldogs currently only has one spirit – Wild June Gin, from Texas, which includes ‘foraged’ juniper, cinnamon and, er, hops – but there are plans afoot to increase this side of the business. The company expects to announce more on this in the next few weeks.

If you think that these products sound a bit gimmicky, then that’s probably because you’re 20 years too old to be drinking them.

‘The wine trade talks a great deal about innovation and engaging with consumers, but I see few products which excite younger consumers, particularly millennials, who are not currently drinking wine,’ says business development manager, Matthew Edwards.

The company is currently ‘actively targeting innovative winemakers worldwide’, so expect more weird and wonderful additions over the next few months.

Two Thirsty Bulldogs will be selling to the on-trade nationally, using regional wholesalers.


About Author

Chris Losh

After five years working on My Weekly magazine (during which time he learned how to write horoscopes and make things out of mince) in 1995 Chris Losh entered the world of drinks writing and, despite all advice from his doctor – and the wishes of most South African winemakers – has stayed there ever since. He began on Wine and Spirit International, editing it for several years before moving on to edit Wine Magazine. Both publications have since gone the way of the Dodo, but he claims to have nothing to do with their demise, and his alibi appears solid, since he was freelance writing for anyone who would pay him at the time. In 2007, he helped to set up both Imbibe magazine and the Sommelier Wine Awards, and has spent much of the last three years eating, drinking, and listening to French sommeliers talk about minerality. In 2009 he was shortlisted for the Louis Roederer Feature Writer of the Year, but didn’t win. Perhaps he should have stuck to horoscopes. And mince.

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