DKG brings its brand-building expertise and wine business together to create a new retail proposition
Drinksology Kirker Greer (DKG) has secured a regional listing with Tesco NI for Wilfie Wine, its new dog-themed wine brand developed through its wholly owned PAC Wines business.
Four wines are now available across Tesco stores and online in Northern Ireland.
DKG brings together brand creation, production and distribution across spirits and wine. While its brand-building expertise is best known through spirits, the group also owns PAC Wines, an established wine importer.
Wilfie is the first brand to bring those capabilities together for the retail wine aisle, with Tesco NI providing its first regional retail platform. The range is also available for UK and international distribution across off-trade channels.
The idea behind Wilfie is straightforward: make wine shopping more engaging by combining distinctive, emotion-led design with approachable wines that people will want to buy again.
With shoppers making quick decisions in a busy wine aisle, the range uses illustrations of popular dog breeds to create an immediate visual connection. But the proposition goes beyond the packaging. The entire Wilfie range is vegan and all four wines have been selected for their approachable styles, recognisable grape varieties and distinctive flavour profiles.
Sourced from established wine regions in Italy and France, the range offers a mix of familiar styles and accessible price points. The Veneto Pinot Grigio is crisp and refreshing, with pear and mineral notes, while the Languedoc Sauvignon Blanc delivers grapefruit, passion fruit and subtle herbal flavours. The Languedoc Merlot has ripe cherry and plum character with soft tannins, while the Languedoc Malbec combines mulberry, redcurrant and blueberry with notes of violet, cranberry and cocoa.
Every wine in the range was selected by DKG Wine Director Niall Diver, drawing on the sourcing expertise of PAC Wines.
Michael Crealey, Lead Packaged Buying Manager for Tesco NI, said:
“We’re delighted to welcome Wilfie Wines to Tesco stores across Northern Ireland. It’s a brilliant example of a local team bringing fresh thinking and real personality to the wine aisle. With its playful dog-led labels and approachable range, Wilfie has plenty of character and really stands out on the shelf. It’s distinctive, memorable and something a little different for our customers, and we’re really pleased to be supporting the team as the brand launches in Tesco.”
The launch comes as dogs play an increasingly important role in UK households. According to UK Pet Food’s 2026 Pet Population Survey, the UK is now home to an estimated 15.5 million dogs, up from 12.5 million in 2021, with 41% of households owning a dog.
The brand takes its name from Wilfie, a cockapoo belonging to DKG’s Ryan McFarland, which also features on the Merlot label alongside a cast of other dogs across the range.
Ryan McFarland, Drinksology Kirker Greer, said:
“At DKG, we spend our working lives creating and building spirits brands for ourselves and other brand owners, and we already own a wine business that does brilliantly in the on-trade and specialist stores. Wilfie is what happens when you put those two things in the same room and ask what a retail wine brand should look like.
“The thinking is simple. You have a few seconds to connect with someone at the fixture, so we used beautiful illustrations of popular dog breeds to do that, then made sure the wines delivered the quality and character to match. Niall has done a fantastic job on the liquid and, as always, our creative team have translated that thinking into the design.
“And yes, the brand is named after my cockapoo. The best ideas are sometimes right under your feet!”
The range
Wilfie Pinot Grigio 2025 | Veneto, Italy | 11% ABV | RRP £9.00
An elegant, crisp white with pear and mineral notes, vibrant acidity and a clean, dry finish.
Wilfie Sauvignon Blanc 2025 | Languedoc, France | 11.5% ABV | RRP £11.00
An aromatic white with grapefruit, passion fruit and subtle herbal notes, balanced by bright acidity and a mineral backbone.
Wilfie Merlot 2025 | Languedoc, France | 14% ABV | RRP £11.00
A medium-bodied, velvety red with ripe red cherry and plum flavours, a subtle hint of vanilla, soft tannins and a smooth finish. Wilfie the cockapoo features on the label.
Wilfie Malbec 2025 | Languedoc, France | 13% ABV | RRP £11.00
A smooth, structured red with mulberry, redcurrant and violet notes, alongside crushed blueberry, crème de cassis, cranberry and cocoa.
The range will extend in 2027 with a French rosé and Italian Prosecco, broadening Wilfie’s appeal across key retail wine occasions.
Wilfie Wine is available now in Tesco stores across Northern Ireland, selected independent wine stores, and online at spiritly.com.
-ends-
Source: UK Pet Food, Britain’s dog ownership boom as 15.5 million dogs now live in UK homes, published 31 March 2026.
The figures are drawn from UK Pet Food’s 2026 Pet Population Survey, conducted by Kantar on behalf of UK Pet Food. The survey is based on 8,951 online interviews with UK adults, conducted in January 2026. Full findings here.
About Wilfie Wine
Wilfie is a vegan, dog-inspired wine range from Drinksology Kirker Greer (DKG) and its wine business PAC Wines, bringing together approachable wines and characterful labels inspired by the bond between people and their pets. The range includes Pinot Grigio, Sauvignon Blanc, Merlot and Malbec, with RRPs from £9.00 to £11.00.
Availability: Ranged regionally across Tesco NI, in selected independent wine stores, and online at spiritly.com.
About PAC Wines
PAC Wines is the Drinksology Kirker Greer Group’s wine development and brand-building business, creating distinctive wine propositions for retail and hospitality. Drawing on the wider Drinksology Kirker Greer Group’s expertise in drinks innovation, brand creation and commercial development, PAC Wines combines product sourcing, creative positioning and packaging-led storytelling to bring engaging wine brands to market. Its portfolio is designed to connect with evolving consumer preferences, balancing accessible wine styles with distinctive identities and opportunities across multiple channels.
