The brand new McGuigan Black Label Mid is the primary mid-strength wine launched underneath the Australian winemaker, as customers name for high quality and selection within the quickly increasing mid and low alcohol class.
Promising the identical full-bodied, fruity flavour of the enduring McGuigan Black Label Purple, the brand new Mid is crafted to be 20 per cent lighter in each energy and alcohol, utilizing Australian Classic’s distinctive spinning cone know-how.
In a current blind style testing1 of the brand new McGuigan Black Label Mid towards the unique, 80 per cent of customers have been stunned at their desire for the brand new Mid over the traditional full energy. Moreover, 9 out of 10 mentioned they’d take into account shopping for the brand new McGuigan Black Label Mid for more healthy consumption of alcohol1 .
With the brand new McGuigan Black Label Mid, the winemakers have reimagined the traditional McGuigan Black Label Purple, crafting a drop with 5.8 commonplace drinks and 9.8 per cent alcohol for Australians to take pleasure in on any event.
Tom Dusseldorp, chief advertising and marketing officer of Australian Classic, the ASX-listed dad or mum firm behind McGuigan Wines, says customers can really feel assured selecting McGuigan Black Label Mid, trusting the model to ship on nice high quality and worth.
“McGuigan Black Label has been a staple in Australian households for almost 30 years and McGuigan has a wealthy heritage of winemaking credentials. As cultural and societal attitudes shift in direction of a extra aware consumption of alcohol, we would like our prospects to nonetheless be capable to benefit from the full-bodied flavours that Black Label provides, simply tailor-made for conscious moderation,” mentioned Dusseldorp.
With shopper moderation driving class development – mid-strength beer now accounts for 25 % of the beer class – Australian Classic anticipates wine to comply with go well with, with ‘lighter’ wine rising at 14 per cent comparatively to complete ‘wine’ which is rising at simply 2 per cent .
Analysis commissioned by associate DrinkWise Australia additionally discovered a 3rd of Australians (37 per cent) who’ve decreased their alcohol consumption are utilizing low and non-alcoholic choices to chop again.
“McGuigan has already seen nice success adapting to the brand new societal norms, with McGuigan Zero quick turning into Australia and the UK’s primary promoting no-alcohol wine vary,” added Dusseldorp.
McGuigan Black Label Mid is the pure selection for customers who’re in search of a contemporary ingesting expertise and for Boomers who’re turning into extra well being aware.”
Promising the identical great-tasting flavours of McGuigan Black Label Purple, customers of McGuigan Black Label Mid will take pleasure in:
• A traditional pink with scrumptious fruit flavours of spicy plum, cherry and blackberry. This off-dry, deep wine boasts a touch of sweetness.
• Effectively-balanced with a easy end, this versatile wine pairs brilliantly with tomato-based dishes.
• 9.8 per cent alcohol and 5.8 commonplace drinks, 20 per cent lower than Black Label Purple
• Solely 103.5 energy per 150ml serve, 21.5% lighter in energy than Black Label Purple McGuigan Black Label Mid can be accessible from April 2023 at Dan Murphy’s and choose Impartial Liquor Retailers.