# Golf Legend Winery Underdog Wine Embodies the Spirit of Mike Weir By Jason Soy | Published 2011-08-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/underdog-wine References: [lovelypackage](http://lovelypackage.com/mike-weir-underdog-wine-co/) & [insitedesign](http://insitedesign.ca/) Leave it to modest Mike Weir to name his own brand of alcohol [Underdog Wine](https://www.trendhunter.com/trends/petshelter-american-lager). After all, the master golfer has already won eight [PGA](https://www.trendhunter.com/trends/the-reigning-champ-x-puma-golf) golf tours, but still insists he's the underdog at these competitions. It must be the Canadian in him. What isn't so modest, however, is Underdog Wine's unique branding, which is actually quite flashy. The labels use a typeface that's reminiscent of olden day [boxing matches](https://www.trendhunter.com/trends/bear-fight-whiskey-ad), invoking a fighter's spirit from its buyers. Its simplistic and rugged bottle shape also makes potential customers instantaneously empathize with the wine brand as something blue collar individuals can readily drink and enjoy. **Implications** - Consumers romanticize impoverished individuals achieving great success because it gives them hope that one day they too can accomplish this challenging goal. Corporations may consider sharing their company history with consumers as a method of building empathetic relationships between the two. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 14% | Activity: 18% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Empathetic Branding:** Using unique branding strategies that evoke emotions and create a connection with customers. - **Underdog Narrative:** Creating a narrative of overcoming obstacles and achieving success against all odds. - **Simplistic Packaging:** Using minimalistic and rugged packaging design to appeal to blue-collar consumers. ### Where This Applies - **Alcoholic Beverages:** Brands in the alcoholic beverage industry can leverage empathetic branding and underdog narratives to connect with consumers and differentiate themselves in a crowded market. - **Consumer Goods:** Consumer goods companies can explore simplistic packaging designs that resonate with blue-collar individuals, creating a relatable and accessible image for their products. - **Sports and Entertainment:** In the sports and entertainment industry, brands can use narratives of underdog triumph to engage fans and foster a sense of connection and loyalty. ## Related on Trend Hunter - [Personality-Packed Wines](https://www.trendhunter.com/trends/mullet.md) - [Golf Tournament Whisky Brands](https://www.trendhunter.com/trends/official-canadian-whisky.md) - [Personified Wine Campaigns](https://www.trendhunter.com/trends/pleasure-to-meet-you.md) - [Quirky Natural Wine Bottles](https://www.trendhunter.com/trends/thorn-burrow-wines.md) - [Accessible New-School Wine Brands](https://www.trendhunter.com/trends/my-favorite-neighbor-wines.md) - [Basketball-Inspired Wine Labels](https://www.trendhunter.com/trends/victor-solomon.md) - [Animal Welfare-Focused Wines](https://www.trendhunter.com/trends/top-dogs-wines.md) - [Cheeky Alcoholic Ranges](https://www.trendhunter.com/trends/browne-family-vineyards.md) - [Artfully Designed Boxed Wines](https://www.trendhunter.com/trends/ami-ami-1.md)