McGuigan encourages trade-up

03 October, 2013

Australian Vintage believes that within two years its new McGuigan Black Label Reserve range will account for 25% of McGuigan Black Label sales.

The new range is a tier above the existing range and retails at £9.99, with a typical £3 off strategy, and is exclusive to independents.

It is sourced from sites in South Australia and comprises four single varietal wines – Cabernet Sauvignon, Shiraz, Chardonnay and Sauvignon Blanc.

Julian Dyer, general manager for UK and Europe, said: “I think the premium tier will be the place to be. At that tier we can deliver a quality wine for the consumer.

“We have had no real trade-up from Black Label. With this range we are not taking them up too much, just a few pounds.

“We already have the tiers above this covered with McGuigan Shortlist, which retails at around £15. This range is about bridging the tasting experience. You are getting more complexity, elegance and finesse. I have high ambitions for the range. In two years 25% of our Black Label sales will be Reserve.”

He added: “Black Label has been a real success story for us over the past 20 years. The bedrock of the brand is in the independents.

“We want to support the independent channel. We all want a healthy independent wine trade and I think brands play a huge part in the independent sector.

“We are getting traction straight away in terms of listings. I expect it to be stocked everywhere.”

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