McGuigan expands into mid-strength wine

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

Promising the same full-bodied, fruity flavor of the iconic McGuigan Black Label Red, the new Mid is crafted to be 20 percent 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 percent 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 percent 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 flavors 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 percent compared to total ‘wine’, which is growing at just 2 percent.

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