McGuigan Zero launch drives innovation and consumer choice

With McGuigan Wines consumers now have the freedom of choice to enjoy a glass of great tasting wine, free from alcohol. Responding to global moderation trends and consumers seeking alcohol-free alternatives, McGuigan’s winemakers set out to find a way to make generous fruit-forward and balanced wine, just with the alcohol removed. The result is McGuigan Zero, a range of zero-alcohol wines featuring the same high-quality and varietal characteristics you would expect from full-strength wine, free from alcohol yet full in flavour.

Scott Burton, Marketing Director at Australian Vintage, said: “Consumers want the freedom of choice to fit their lifestyle choices and occasions. We are focused on putting the consumer at the heart of our thinking – so the move into the zero-alcohol category was a natural fit for the trusted McGuigan brand, and an example of our innovation to drive category growth.

“Less than a year since its launch, McGuigan Zero has become part of consumers’ repertoire within the category, because it delivers on the expectation of great tasting wine. Our winemaking team have focused on crafting zero-alcohol wines that deliver the most varietal character possible. That’s the primary challenge with alcohol removed wines – ensuring the flavour profile is as close to ‘regular’ wine as possible. McGuigan Zero is made to the same quality standards, resulting in a flavoursome and balanced wine after the alcohol is removed, with varietal characteristics you would expect from a full-strength wine, including the oak character of a Shiraz or the delicate aromatics of a Sauvignon Blanc.”

The McGuigan Zero range is available through all major retailers across Australia, the United Kingdom, Ireland and New Zealand, and includes Shiraz, Sparkling, Rosé, Chardonnay and Sauvignon Blanc with an RRP of $12.

Burton added: “Over the coming months we’re investing significantly in building the category across our market via a number of key initiatives and activations, including a targeted advertising campaign, dedicated Zero Zone bays across independent stores nationally, and a national 10-week consumer promotion to ‘Win Zero Bills for a Year’.”

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