McGuigan Wines has won a sweep of top accolades at the prestigious Decanter Asia Wine Awards.
McGuigan Personal Reserve Shiraz 2017 was named Best in Show, picking up a gold medal alongside its stablemate, McGuigan Bin 9000 Semillon 2014.
In addition, McGuigan won five silver medals and nine bronze at the Decanter Asia Wine Awards.
The results follow a raft of awards at recent domestic competitions. This month, McGuigan was named Semillon Winery of the Year at the Melbourne International Wine Competition, winning a Double Gold for its McGuigan Shortlist Semillon 2014 and McGuigan Personal Reserve Shiraz 2017.
The winery also won two trophies at the Riverina Winemakers Association Show for its McGuigan Shortlist Semillon 2014 as well as for Most Successful Exhibitor.
McGuigan Wines Chief Winemaker Neil McGuigan said: “It is an amazing result to have one of our Hunter Valley red wines take out a major accolade on the global stage at the Decanter Asia Wine Awards.
“The judges were obviously looking for power but also elegance, which is exactly what Hunter Valley Shiraz does so well. We are immensely proud of our recent successes at home too, with our Semillons also continuing to shine.”
‘Bring a McGuigan’ campaign returns
McGuigan Wines has also ramped up its advertising investment with the return of the ‘Bring a McGuigan’ campaign, a $1 million shopper promotion and a series of on-trend range extensions.
The integrated seven-month, above-the-line campaign kicks off this week and will reach 6.2 million consumers – making it the brand’s longest-running advertising push.
The adverts will run on prominent shopper panels and street furniture across the brand’s Sydney, Melbourne, Brisbane and Adelaide metro heartlands. The out-of-home advertising will be supported by a strong digital component to drive sales in the crucial pre-Christmas period.
The campaign includes a $1 million collaboration with Menulog, Australia’s most extensive food delivery service. For every bottle of McGuigan Wines they buy, shoppers will receive a unique code inviting them to take part in an online game, where they can win prizes of up to $100 in Menulog vouchers. Everyone who enters is guaranteed to win with the promotion supported extensively in-store.
McGuigan is also expanding its portfolio with the launch of a raft of on-trend wines, including a Malbec and a Tempranillo under the McGuigan Black Label range. Carrying an RRP of $9.99, the wines were created to appeal to consumers seeking emerging varietals with the confidence of an established brand name. Malbec and Tempranillo are two of the most popular emerging varietals in Australia with sales growing at 39% and 13% respectively.
The brand is also introducing a sparkling Brut Cuvee under the McGuigan Single Batch Project label. Sourced from premium vineyards in South East Australia, the sparkling SKU is the latest addition to the Single Batch Project range, which has an RRP of $14.99. The McGuigan Single Batch Project Brut Cuvee will be joined by a Pinot Noir later this year.
Scott Burton, General Manager Marketing, said: “The McGuigan brand continues to go from strength to strength in the domestic market, and we remain committed to continuing this growth. The Bring a McGuigan campaign has been an impactful platform for the brand, delivering real cut through and resonating with both shoppers and consumers alike.
“The return of the campaign – our largest ever in terms of reach and frequency – gives us yet another touch point for the brand as we continue to build our brand saliency. This year’s integrated campaign will be supported by our strategic partnership with Menulog to drive impact in-store and backed by a raft of on-trend new products to drive interest and exploration.”
