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By Michileen Martin
Contributing Entertainment Writer
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Ryan Reynolds is getting into the wine business, and he's not alone. He's bringing one of his Deadpool variants with him.
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Reynolds's Maximum Effort is partnering with Gallo to launch the new boxed wine brand Ugly Estates which promises "33% more wine, 100% less snob." Rather than a spokesperson, Ugly Estates has a spokespug - Peggy the Hairless Pug who "Deadpool & Wolverine" fans will remember as the Deadpool variant known best as Dogpool.
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"Ugly Estates is all about rewriting the rules of wine. Gallo and Maximum Effort have tossed out the old standards, swapping the pretentious bottle for something much more approachable—Ugly Estates is premium California wine in a 1L Tetra Pak," Maximum Effort said in its announcement of Ugly Estates. "That's 33% more wine than a standard bottle, with absolutely zero of the unnecessary attitude.
The wine is currently available in Texas and it isn't Reynolds's first alcohol venture. He previously helped launch Aviation Gin which was ultimately sold to Diageo. Reynolds seems to be striving to be as much an entrepreneur as he is a movie star, such as selling his Mint Mobile to T-Mobile in 2023.
Using Peggy the Hairless Pug as a spokesdog is a clever bit of marketing. She allows Reynolds to use the popularity of "Deadpool & Wolverine" without paying Marvel a penny.
Dogpool is introduced as one of the nicer members of the Deadpool Corp - a large group of Deadpool variants taking up residence in the Void in "Deadpool & Wolverine." Deadpool (Reynolds) is instantly enamored with Dogpool, but at the time her owner is the variant Nicepool. Reports have since emerged that Nicepool - who experiences a brutal and exposlively bloody death later in the film - was based on Justin Baldoni of "It Ends With Us" fame.
"Deadpool & Wolverine" made $1.3 billion, more than any other "Deadpool" film, and was heralded as a clear win for Marvel after a string of near misses and underperformers.
There's no official word yet on whether Reynolds will appear as Deadpool in either "Avengers: Doomsday" or "Avengers: Secret Wars." His name wasn't one of the 27 celebrity names listed in the recent Marvel announcement for "Doomsday," but Marvel has since dropped hints that more names are coming. If he isn't appearing in "Doomsday," he almost certainly will show up for "Secret Wars."
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