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McGuigan eye premiumisation trends as it launches largest ad campaign to date

Published:  27 July, 2018

McGuigan will focus on tube stations and major cities when it kicks off its biggest UK out of home marketing campaign this autumn.

Posters showing three enthusiastic wine lovers reacting in delight to a glass of McGuigan’s Black Label range will appear across more than 200 London Underground station panels, as well as key locations across central Manchester, Yorkshire and all major cities in the Republic of Ireland, the Australian wine brand said.

The marketing push, which builds on McGuigan’s 2017 campaign, will run from September 25 to October 22, and comes on the back of the trend towards premiumisation, McGuigan chief operating officer, Julian Dyer said: “Recent trends have demonstrated that consumers are drinking less, but better, and this has been reflected via the popularity of some of our more ‘premium’ ranges – from Founders to Shortlist, and right up to our most iconic wine, The Philosophy.

“Our mission has always been to make wine the hero and to over-deliver on quality at every price point, therefore we’re confident that our wine offering meets this rise in ‘premiumisation’ amongst consumers.”

He added that the Prosecco boom was an “evident trend in the UK” and confirmed that McGuigan would be launching three new Australian sparkling wines into Sainsbury’s over the next few weeks.

“The Prosecco boom has had a knock on effect on the rest of the sparkling category in the UK, meaning that our new trio of Black Label sparkling wines has arrived at just the right time for those looking to try something a little different. We’ve also recognised the noticeable appetite for craft beverages, and the launch of our Single Batch project in Ireland aims to re-establish wine as the original craft drink.”

The campaign will be accompanied by a neck collar consumer promotion to win the ‘Ultimate Australian Adventure’ on over a million bottles from the beginning of September until the end of November - a 16-night trip around Australia for two people and visit to McGuigan Wines in the Hunter Valley billed as the top prize.

The brand is also appearing as the official wine partner of the weekend-long festival Meatopia UK for the third year running.