'The brand is named after my cockapoo': Northern Ireland firm launches new Tesco range which puts dogs in the wine aisle
Drinksology Kirker Greer chief names four-strong Wilfie range after his pet cockapoo, with each bottle featuring a different illustrated dog
Dog lovers, meet your new favourite wine aisle companion.
Wilfie Wine, a new range of approachable wines featuring beautifully illustrated dogs on every label, has landed in Tesco stores and online across Northern Ireland.
Created by Belfast’s Drinksology Kirker Greer (DKG) through its wine business PAC Wines, Wilfie brings together two things that have little trouble getting people’s attention: good wine and dogs.
From a cockapoo to a French bulldog, Labrador and dachshund, each bottle features a different illustrated dog, giving the range a playful personality designed to stand out on the shelf.
But there’s more to Wilfie than its good looks. The entire Wilfie range is vegan, making it an easy choice for a wide range of wine drinkers. The four wines have been selected from established wine regions in Italy and France, with familiar grape varieties and approachable flavour profiles, from crisp and refreshing whites to smooth, fruity reds.
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.”
There’s a personal story behind the name. Wilfie is a cockapoo belonging to DKG’s Ryan McFarland, who features on the label of the range’s Merlot.
Ryan McFarland, Drinksology Kirker Greer, said: “Wilfie started with a simple thought: why shouldn’t choosing a bottle of wine be a bit more fun?
“We wanted the bottles to make people smile and give them a reason to pick them up, but the wine had to be just as good as the packaging. We’ve selected wines that are easy to enjoy, whether you’re having a glass after work or sharing a bottle with friends.
“And yes, the brand is named after my cockapoo. The best ideas are sometimes right under your feet!”
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 four-strong range has something for different tastes, from a crisp Pinot Grigio and fresh Sauvignon Blanc to smooth Merlot and Malbec.