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

Chris Losh

Chris Losh

13 April 2018

Matthew Edwards and Sultan Rashid
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.


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