The Worst Time to Launch a New Brand. So picture this, it’s Spring 2020. Hot, new, sociable wine brand, HUN, are getting ready to drop. But then a global pandemic happened. They were supposed to launch at festivals. But they were cancelled. They were supposed to have a launch party. But no one could make it. They still went into supermarkets. But the UK was in lockdown. While some would say this was the worst time to launch a new brand, we did it anyway with an outdoor campaign for no one to see. And when Boris addressed the nation, so did we. The very next day. Oh, HUN.