McGuigan Wines
McGuigan Wines: Building Trust Through Family Tradition
Project Included: Market Audit, Copywriting, Campaign Strategy, POS Design, Art Direction, POS Design
The Brief
The McGuigan name is synonymous with Australian winemaking. Four generationsaccumulating to 140 years of the McGuigan family have made wine their lifedemonstrating a deep commitment and passion for Australian wine. NeilMcGuigan, the Chief Winemaker and CEO, is currently known as the “World’s BestWine Maker” and year-over-year has received the award of ‘Winemaker of the Year’from the International Wine & Spirit Competition (IWSC).
In 2017, Palm Bay International teamed up with McGuigan Wines to introduce theirproduct ‘The Plan’ in to the United States market. We were brought in to develop aU.S. specific communications campaign for its launch, ensuring that wecommunicated the 140 years of rich family heritage in wine making and anexcellence in the craft.
The Challenge
We conducted market research to identify a growing Millennial audienceinterested in wine. In fact, they drank 42 percent of all wine in the U.S. in 2015, morethan any other generation. The competition to reach these wine drinkers was alsohitting the wine aisle. Research showed that Millennials select brands that theyperceive to be extensions of their own personalities and self identify, opting forgood design and language over indications of year or rating when choosing theirwines. Our strategy was to use strong, bold communications to effectively engagethis audience while remaining true to the deep rooted heritage of the McGuigan’s brand.
The Solution
‘A Plan Passed Down (Again and Again)’ formed the central message that we usedto communicate the generational aspect of the vineyard. The resulting campaignembraced the authenticity of a brand that had been perfecting its taste forgenerations – ‘Four Generations of Perfecting Award-Winning Taste’. This deep feltpassion for their craft harmonised with the target audience’s preference for brandsthat tell true, relatable stories. Texture, graphic elements and hand-written typereference craftsman’s blueprint – paralleling the hand craft that goes in to eachbottle.
