McGuigan Wines’ Bold Play: Mid-Strength Collection for the Modern Connoisseur
Australian vintner McGuigan is set to roll out a collection of mid-strength wines next month, targeting consumers keen on moderation and retailers navigating recent duty changes.
Owned by Australian Vintage, McGuigan Wines introduces this range for those desiring wines with reduced alcohol content yet unwilling to sacrifice flavor or quality.
The McGuigan Mid assortment, featuring a Shiraz, a Sauvignon Blanc, and a rosé, boasts an ABV of 7% and contains fewer than 75 calories in each 125ml serving.
Oliver Hoey, McGuigan’s senior brand manager, remarked, “With rising health awareness, we recognize the demand for wines that resonate with moderation goals while ensuring taste remains paramount. McGuigan Mid exemplifies our dedication to innovation and delivering standout wine experiences.”
The brand specifically aims to resonate with health-aware Boomers. Data from Wine Intelligence indicates half of this demographic is consciously curbing alcohol intake, seeking a more balanced lifestyle.
Alana Jackson, the brand’s marketing head, stated the range empowers drinkers to exercise “personal control.” Emphasizing the evolving trend towards “living lighter,” she highlighted consumers’ drive to make healthier choices, reduce alcohol or calorie intake, or maintain personal control.
This launch coincides with UK’s recent duty reforms. McGuigan Mid offers a compelling proposition for retailers, given the lower excise charges for wines with an ABV of 7%.
McGuigan’s foray into the no-and-low sector comes after an 11% sales drop in the financial year’s first half. However, the brand has ramped up its marketing budget by US$2.2 million over the past year, focusing on this segment. Their McGuigan Zero holds the title as the UK’s top non-alcoholic still wine.
Starting September, McGuigan Mid will hit Sainsbury’s shelves, followed by Morrisons in October, priced at £7.00.
