McGuigan wants to bring ‘excitement and authenticity’ to UK wine category

0
Drinks: Drinks, Wines
Location: Australia
Other: Business

McGuigan says the brand is growing from strength to strength in the UK and it wants to add excitement and authenticity to the wine category.

The fourth largest global wine brand in the UK in terms of volume and value is feeling bullish about its immediate and long-term future in the UK.

‘We want to ensure our wines are accessible, approachable and good value,’ Neil McGuigan told Imbibe. ‘We’ve got great momentum in the UK and will continue to significantly invest to drive awareness of brand through range of initiatives and campaigns.’

Last year was ‘fantastic’ for the brand, according to the chief winemaker, as the accolades rolled in.

‘We’re very proud of what we do and always ensure that the wine is the hero, with accolades helping us to tell that story of exceptional quality to consumers,’ he added.

McGuigan has grown globally, expanding in the US with a new distribution agreement and growth in Asia.  

In the UK, the Australian brand says there has been a much closer collaboration between supplier and retailer in recent years. ‘This is fantastic as it helps us add value through a clearer focus on the end consumer, both in terms of range and product development, allowing us to provide wines that truly delight and excite the consumer wine experience,’ he added.

Drinking trends 

‘Consumers are drinking less, but they are prepared to drink better – we’ve had great success with our Founder’s Series which launched last year. Outperforming all our expectations for a £10 regional Australian range. It demonstrates that McGuigan has a loyal following at all price points, that we have over delivered on quality again, and that there is a market for premium Australian wine.’

McGuigan is excited about the UK market at the moment. ‘Ultimately it’s the same consumer who buys wine in both retail stores and in restaurants,’ he said.

‘They have the same need, which is enjoyment, experience, and a great wine match with food. McGuigan is closely aligned with food through our partnership with John Torode, as well as the work we do on our wine styles to ensure we always over deliver on quality. We believe McGuigan is a perfect partner in the on-trade, and it is an important channel for us to be successful in.’

When it comes to innovation, McGugain said the company has got some ‘exciting’ news coming in the UK with its Tempus Two brand.

‘We’re just putting all the pieces in place so watch this space for a big launch later in the year.’                    

Malbec
The brand recently launched its first Malbec into the UK market under the global Black Label range.

‘It has been firing on all cylinders,’ McGuigan said. ‘The UK has a lot of love for Malbec, especially from our friends in Argentina, but Australian Malbec is much softer and more fruit driven in style, offering a different take on the varietal for the consumer.’

 


Imbibe Live logo While you’re here…

 

Have you registered for the on-trade’s favourite drinks show yet? Imbibe Live is taking place on 3-4 July at Olympia London.
If you don’t already know, Imbibe Live is the innovative and interactive annual exhibition for anyone who sources, buys or serves drinks in the licensed on-trade. From sommeliers to buyers and from managers to publicans and bartenders, this essential date in the drinks calendar will see the industry’s finest come together.
We can’t wait to see you there!

About Author

Holly Motion

Holly is the newest addition to Imbibe team. With just over three years’ global drinks writing experience, the UK on-trade now has her undivided attention. She's partial to a Bramble or a peated whisky, and says the list of wine favourites is far too long to list. She's in the right place.

Leave A Reply