Introduction
Mad Dog 20/20 is an infamous flavored fortified wine that has a long and colorful history dating back to the 1970s. Often seen as a cheap alcohol associated with vagrants and college parties, Mad Dog was originally created and marketed as a sophisticated drink before becoming a pop culture icon.
This article will provide a brief background on the origins of Mad Dog 20/20 and how it rose to prominence. We’ll explore the various flavors, controversies surrounding the drink, and its lasting cultural impact. The story of who made Mad Dog alcohol and its journey from respectable wine to party liquor is an interesting tale in the history of alcohol.
Origin of the Mad Dog Brand
According to the American alcohol beverage distributor, Grapevine wine launched Mad Dog in the 1970s. Grapevine Wine Company, based in Santa Rosa, California, started as a small winery in the 1960s that produced “fruit wine fortified with spirits” products (1). Grapevine later launched the Mad Dog brand to tap into the growing market for affordable high proof fortified wines. The original Mad Dog product was known as MD 20/20, referring to the alcohol content of 13% or 20 proof. Mad Dog gained popularity as a cheap, high alcohol drink, especially among younger and underage drinkers.
(1) https://www.etsy.com/market/mad_dog_2020
Rise in Popularity
Mad Dog 20/20 gained a reputation for being popular among homeless people and college students, primarily due to its very low price point. A bottle could be purchased for around $2-3, making it one of the cheapest alcoholic beverage options available (https://how-much-is-mad-dog-alcohol.prodig.cfd/). Its high alcohol content also added to the appeal for people looking to get intoxicated quickly and cheaply.
By the mid-1990s, Mad Dog 20/20 had become strongly associated with vagrants and was sometimes nicknamed “Bum Wine.” Its popularity among college students also rose during this time, likely because it provided an easy way for underage students to acquire alcohol on a budget. Some students even created drinking games around Mad Dog 20/20, taking advantage of its low price to buy multiple bottles.
While such associations gave Mad Dog 20/20 a reputation as a “gutter drink,” its affordability and strength cemented it as a go-to choice for many homeless and college populations through the 80s, 90s and early 2000s.
Acquisition by Centerra Wine Company
The well-known Mad Dog brand of fortified and flavored wines was originally produced by MD 20/20 beginning in the 1970s. However, in the 1990s, Constellation Brands purchased the Mad Dog brand through one of its subsidiaries, Centerra Wine Company.
Centerra Wine Company, formerly known as Canandaigua Wine Company, is a large producer and distributor of alcoholic beverages based in Canandaigua, New York. After acquiring the Mad Dog brand in the 1990s, Centerra helped grow and popularize the fortified wine by expanding distribution and offerings.
Today, Centerra continues to own, produce, and distribute the Mad Dog lineup of wines and liquors under parent company Constellation Brands. The company owns brands ranging from Arbor Mist to SVEDKA Vodka in addition to the iconic Mad Dog fortified wine collection.
Flavors and Varieties
One of the attributes that makes Mad Dog 20/20 so popular is the wide range of flavors and proofs available. While the original Mad Dog was known for its sweet, fruity taste, the brand expanded over the years to include exotic flavors like dragonfruit, strawberry lemonade, blue raspberry, and green apple. According to the Tipsy Bartender, Mad Dog utilizes artificial flavors to create a unique variety of MD 20/20 selections.
In addition to flavors, Mad Dog comes in a range of alcohol proofs, from as low as 13% to as high as 20% ABV. This allows customers to choose their desired strength. The original Mad Dog 20/20 is 20% alcohol by volume, giving rise to its name. Lower alcohol versions like MD 12/12 and MD 18/18 were introduced for more casual drinking. Despite varying proofs, the signature sweetness remains consistent throughout the Mad Dog lineup.
As noted in FoodAQ, one serving of Mad Dog 20/20 contains around 223 calories. So while the sweet flavors may seem tempting, it does pack a caloric punch.
Criticisms and Controversies
Mad Dog has been associated with binge drinking, especially among teenagers and college students, due to its high alcohol content and low price. Critics argue that the sweet flavors make it too easy to consume excessive amounts of alcohol quickly. There have been some calls to ban or restrict sales of Mad Dog and other similar high-alcohol, low-cost beverages. According to one source, Mad Dog has a much higher alcohol content (13.5%) compared to standard beers (4.5-5%), making it easier to rapidly consume dangerous amounts of alcohol.
Some colleges and communities have considered banning Mad Dog sales in an effort to curb binge drinking. While supporters argue this is necessary to protect public health, opponents say it unfairly targets certain products and won’t solve underlying issues leading to alcohol abuse. The debate continues around finding a balance between business interests, consumer choice, and preventing dangerous drinking behaviors.
Recent Developments
In recent years, Mad Dog 20/20 has discontinued some of its longstanding flavor varieties. In 2020, the company announced it would no longer produce flavors like Orange Jubilee, Pink Grapefruit, and Banana Red (https://www.etsy.com/market/mad_dog_2020). These decisions were likely made due to declining sales and demand for those particular flavors.
There have also been changes to Mad Dog 20/20’s packaging and labeling in the 21st century. The company has moved away from its iconic neon-style labeling in favor of more subdued designs. Additionally, some references to the alcohol content have been removed from the front label, part of an effort to rebrand Mad Dog 20/20 away from its past image as a cheap intoxicant (https://www.youtube.com/watch?v=X-Qy4mgebwo).
Impact and Legacy
Mad Dog 20/20 has left a lasting reputation from its early years as a cheap, high-alcohol drink associated with vagrants and youths seeking an inexpensive buzz. Its high alcohol content earned it nicknames like “Mad Dog,” “MD 20/20,” and “Mad Dog 20/20.”
The brand gained a place in pop culture and was referenced in films, TV shows, songs, and books. In the 1993 comedy Groundhog Day, Bill Murray’s character wakes up with a bottle of MD 20/20. Hip hop artists like Eminem and Insane Clown Posse mentioned Mad Dog in their lyrics. The drink’s reputation as a quick intoxicant for the down and out cemented its role in pop culture as a symbol of cheap drunkenness.
Where to Purchase Today
Mad Dog 20/20 can be found at most liquor stores across the United States. As one of the most popular fortified wines, it has widespread national distribution. The brand has been so successful that it is not difficult to locate a retailer selling Mad Dog 20/20 in your area.
In addition to brick-and-mortar liquor stores, Mad Dog 20/20 can also be purchased through online alcohol delivery services. Major retailers like Drizly, Minibar Delivery, and ReserveBar all carry Mad Dog 20/20 and will deliver it straight to your door in many states. This makes purchasing Mad Dog convenient for those who don’t live near a liquor store or want their Mad Dog delivered.
The brand also has an online presence on platforms like Etsy, where you can find Mad Dog 20/20 inspired arts, crafts, and other novelties. While you can’t actually buy the wine itself on these sites, it shows the cultural impact and recognition of the Mad Dog brand.
Conclusion
In summary, Mad Dog 20/20 has a long history as an iconic yet controversial budget fortified wine. Originally created by a pair of entrepreneurs in the 1960s, it rose to popularity as an inexpensive way for youth and others to drink and get intoxicated quickly. The sweet flavors, high alcohol content, and low price made it especially popular among underage and homeless drinkers.
While criticized for encouraging irresponsible drinking, Mad Dog 20/20 has maintained a cult following for decades. Even as new flavors and varieties have been introduced, the original trademark blue bottle endures as a symbol of affordable wines. The brand is now owned by a large wine conglomerate but maintains its reputation as a go-to for those looking to party on a budget.
Though sometimes looked down upon, Mad Dog 20/20 has cemented its place in drinking culture and continues to be available at liquor stores to this day. Its history speaks to the democratization of wine and the demand for cheap, potent libations, for better or worse.