McGuigan Wines launches 'What's Your Style' consumer campaign

Published: 12 July, 2011

Australian producer McGuigan Wines, has announced the launch of 'What's Your Style' - an initiative that aims to engage with consumers about wine styles in everyday language.

The campaign will see the seven-strong core range, McGuigan Classic, visiting consumer wine shows throughout early autumn.

An interactive tasting booth will allow consumers to taste through the range to camera and talk about aroma, taste and style in their own language, rather than in complicated wine speak.

The tasting notes will provide a real life snap shot of how the everyday consumer engages with wine, which will be used for further branding, PR, social media and advertising activities.

Paul Schaafsma, general manager UK and Europe for McGuigan brand-owner Australian Vintage said: "Wine brands need to be innovative in how they communicate and bring wine closer to the consumer by breaking down barriers.

"Historically the industry has been focused on bringing the consumer closer to wine through education and propaganda, saying you must speak about wine in the same way we do.

"It's reverse education in a way - consumers know more than we give them credit for, it's just that they don't speak about wine in the same way the industry does.

"Wine doesn't need to be complicated to be enjoyed, and we believe the What's Your Style campaign will really resonate with the UK consumer.'

The McGuigan Classic range has recently been relabelled allowing consumers to choose a wine by style.

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