On The Shelf

McGuigan expands into mid-strength wine, launching first ever McGuigan Black Label Mid

The new McGuigan Black Label Mid is the first mid-strength wine launched under the Australian winemaker, as consumers call for quality and variety in the rapidly expanding mid and low alcohol category.

Promising the same full-bodied, fruity flavour of the iconic McGuigan Black Label Red, the new Mid is crafted to be 20 per cent lighter in both calories and alcohol, using Australian Vintage’s unique spinning cone technology.

In a recent blind taste testing1 of the new McGuigan Black Label Mid against the original, 80 per cent of consumers were surprised at their preference for the new Mid over the classic full strength. Additionally, nine out of 10 said they’d consider buying the new McGuigan Black Label Mid for healthier consumption of alcohol1 .

With the new McGuigan Black Label Mid, the winemakers have reimagined the classic McGuigan Black Label Red, crafting a drop with 5.8 standard drinks and 9.8 per cent alcohol for Australians to enjoy on any occasion.

Tom Dusseldorp, chief marketing officer of Australian Vintage, the ASX-listed parent company behind McGuigan Wines, says consumers can feel confident choosing McGuigan Black Label Mid, trusting the brand to deliver on great quality and value.

“McGuigan Black Label has been a staple in Australian households for nearly 30 years and McGuigan has a rich heritage of winemaking credentials. As cultural and societal attitudes shift towards a more conscious consumption of alcohol, we want our customers to still be able to enjoy the full-bodied flavours that Black Label offers, just tailored for mindful moderation,” said Dusseldorp.

With consumer moderation driving category growth – mid-strength beer now accounts for 25 percent of the beer category – Australian Vintage anticipates wine to follow suit, with ‘lighter’ wine growing at 14 per cent comparatively to total ‘wine’ which is growing at just 2 per cent .

Research commissioned by partner DrinkWise Australia also found a third of Australians (37 per cent) who have reduced their alcohol consumption are using low and non-alcoholic options to cut back.

“McGuigan has already seen great success adapting to the new societal norms, with McGuigan Zero fast becoming Australia and the UK’s number one selling no-alcohol wine range,” added Dusseldorp.

McGuigan Black Label Mid is the natural choice for consumers who are looking for a modern drinking experience and for Boomers who are becoming more health conscious.”

Promising the same great-tasting flavours of McGuigan Black Label Red, consumers of McGuigan Black Label Mid will enjoy:

• A classic red with delicious fruit flavours of spicy plum, cherry and blackberry. This off-dry, deep wine boasts a hint of sweetness.

• Well-balanced with a smooth finish, this versatile wine pairs brilliantly with tomato-based dishes.

• 9.8 per cent alcohol and 5.8 standard drinks, 20 per cent less than Black Label Red

• Only 103.5 calories per 150ml serve, 21.5% lighter in calories than Black Label Red McGuigan Black Label Mid will be available from April 2023 at Dan Murphy’s and select Independent Liquor Retailers.

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