The Australian brand is the sole wine sponsor at On Blackheath on 10 and 11 September, where it will have an airstream bar on-site. It had the same role at Meatopia, which took place at Tobacco Docks on 2 to 4 September.
McGuigan linked up with both events to launch its brand new Black Label Malbec, a full-bodied, spicy wine, which pairs well with meat dishes.
The company said that while Malbec tends to be better-known for its Argentinian roots, McGuigan aimed to champion its Australian version by demonstrating how well its bold, rich notes can stand up to the variety of carnivorous dishes at the festivals.
The company is also showcasing its recent launch: MT Pinot Noir Rose; the second collaboration in the series between Chief Winemaker Neil McGuigan and TV presenter John Torode. At Meatopia, Torode showcased his ‘Miso steak with Asian slaw’ recipe, which could be tasted alongside the range of wines.
McGuigan also has three pairs of On Blackheath tickets to give away, which can be won through separate competitions being activated on the brand’s Twitter feed and Facebook page.
The sponsorships are the start of a pipeline of activity being rolled out as part of the brand’s new ‘Bring a McGuigan’ campaign, launching this month. The campaign will feature digital activity running and a TV advert on Channel 4 and Sky Channels from September 12.