Squealing Pig had personality in abundance – the opportunity was to build a social presence that could prove it.
A growing wine brand in the UK with real warmth, wit and a refusal to take itself too seriously, Squealing Pig had the chance to carve out something genuinely joyful in a category that was doing what it always does: making wine feel like something you need to earn the right to enjoy.
Red Brick Road built a culturally relevant strategy around a single truth: wine is at its best when people stop overthinking it and start enjoying it.
The strategy was organic-first and deliberately anti-category. Rather than leaning into the polished rituals and elitist tropes that dominate wine content, we built a social world rooted in the joy of drinking it, the spontaneous, sun-out, friends-round, second-glass energy that Squealing Pig’s audience actually lives in. Content that made people smile before it made them thirsty.
Originality was the engine. We developed a suite of owned content series including Snacks for Your Snout, The Swine Whisperer and The Squealing Booth, each one distinctly Squealing Pig and impossible to mistake for anyone else. In a category full of interchangeable content, owning a recognisable, repeatable creative world is what turns a brand people scroll past into one they actively follow.
Creator and community engagement became central to how the brand showed up, with influencer partners chosen for cultural fit, giving the brand a presence that felt lived-in and genuine rather than placed. The result was a confident, characterful brand on social, and an audience that grew with it.