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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Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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