Company News
London, July 9, 2008: Londoners arrived to work today to a living and breathing Australian vineyard. The McGuigan City Vineyard has transformed the concrete jungle of the city’s business centre into an urban oasis thanks to an innovative and integrated marketing communications campaign by leading Australian wine producer, Australian Vintage Limited.Brian McGuigan at the McGuigan City Vineyard, LondonThe McGuigan City Vineyard is an experiential marketing and sampling platform that Australian Vintage created to launch a new range of wines for their leading brand, McGuigan, in Sydney last November. So successful was the campaign that the company has brought the concept to London. Australian Vintage CEO, Dane Hudson says: “The McGuigan City Vineyard is a dynamic initiative that will provide UK consumers and customers with an amazing environment to try the McGuigan portfolio of wines. The event was a phenomenal success in Sydney last November and we are thrilled to replicate it in London.” He added: “We are committed to building our branded business in the UK and continuing to innovate and excite wine lovers through our products and marketing. In the wine industry you’ve got to create some sizzle and get out and engage with consumers face to face.”The McGuigan City Vineyard concept was dreamt up by public relations agency, One Green Bean to support the Australian launch of McGuigan Discover (rrp $15.99) and plans are underway to showcase the concept in Melbourne in October. Designed to offer wine lovers refreshing wines with layers of flavour, intensity and finesse whilst recognising the evolution of the palates of wine lovers; McGuigan Discover provides a fresh perspective to current and growth varietals. In addition to Discover, the McGuigan brand has also recently launched The Shortlist (rrp $26.00) and Hand Made (rrp $45.00) to enhance its premium wine offering.Dane Hudson remarked that the entire Australian Vintage team is thrilled with these new ranges for the McGuigan brand, remarking that: “The wines are contemporary and of the highest quality; the packaging truly stands out and the marketing campaign to support these ranges is unique.” He added that the company will continue to grow its branded portfolio of McGuigan, Tempus Two and Nepenthe in the UK, remarking that: “This commitment is backed by a strong marketing investment and our exclusive strategic distribution partnerships.”The McGuigan City Vineyard London is live from July 9 - 11 outside London’s busy Liverpool Street Station. Visitors to the vineyard will walk amongst the vines, sample wines from the cellar door and meet with the people behind the wines – McGuigan founder Brian McGuigan, Australian Vintage Head of Production, Neil McGuigan, and McGuigan Senior Winemaker, James Evers. The McGuigan team will then take the City Vineyard to Melbourne’s CBD in October.“One of the nicest things for a wine lover to experience is the Cellar Door. We are bringing a piece of the Australian wine country to life in London this week to do just that and we can’t wait to do it all again in Melbourne later this year,” added Mr Hudson.Return
London, July 9, 2008: Londoners arrived to work today to a living and breathing Australian vineyard. The McGuigan City Vineyard has transformed the concrete jungle of the city’s business centre into an urban oasis thanks to an innovative and integrated marketing communications campaign by leading Australian wine producer, Australian Vintage Limited.
Brian McGuigan at the McGuigan City Vineyard, London
The McGuigan City Vineyard is an experiential marketing and sampling platform that Australian Vintage created to launch a new range of wines for their leading brand, McGuigan, in Sydney last November. So successful was the campaign that the company has brought the concept to London. Australian Vintage CEO, Dane Hudson says: “The McGuigan City Vineyard is a dynamic initiative that will provide UK consumers and customers with an amazing environment to try the McGuigan portfolio of wines. The event was a phenomenal success in Sydney last November and we are thrilled to replicate it in London.”
He added: “We are committed to building our branded business in the UK and continuing to innovate and excite wine lovers through our products and marketing. In the wine industry you’ve got to create some sizzle and get out and engage with consumers face to face.”
The McGuigan City Vineyard concept was dreamt up by public relations agency, One Green Bean to support the Australian launch of McGuigan Discover (rrp $15.99) and plans are underway to showcase the concept in Melbourne in October. Designed to offer wine lovers refreshing wines with layers of flavour, intensity and finesse whilst recognising the evolution of the palates of wine lovers; McGuigan Discover provides a fresh perspective to current and growth varietals. In addition to Discover, the McGuigan brand has also recently launched The Shortlist (rrp $26.00) and Hand Made (rrp $45.00) to enhance its premium wine offering.
Dane Hudson remarked that the entire Australian Vintage team is thrilled with these new ranges for the McGuigan brand, remarking that: “The wines are contemporary and of the highest quality; the packaging truly stands out and the marketing campaign to support these ranges is unique.” He added that the company will continue to grow its branded portfolio of McGuigan, Tempus Two and Nepenthe in the UK, remarking that: “This commitment is backed by a strong marketing investment and our exclusive strategic distribution partnerships.”
The McGuigan City Vineyard London is live from July 9 - 11 outside London’s busy Liverpool Street Station. Visitors to the vineyard will walk amongst the vines, sample wines from the cellar door and meet with the people behind the wines – McGuigan founder Brian McGuigan, Australian Vintage Head of Production, Neil McGuigan, and McGuigan Senior Winemaker, James Evers. The McGuigan team will then take the City Vineyard to Melbourne’s CBD in October.
“One of the nicest things for a wine lover to experience is the Cellar Door. We are bringing a piece of the Australian wine country to life in London this week to do just that and we can’t wait to do it all again in Melbourne later this year,” added Mr Hudson.