McGuigan opts for eyecatching makeover

McGuigan Wines' BIN Series has overhauled its packaging to better attract consumer attention as it jostles for prominence in the high volume, low price point wine category.

The BIN Series comprises seven fruit-driven varietal wine styles sourced from vineyard sites in the Hunter Valley, and broader New South Wales and South Australian viticultural regions.

The range includes Verdelho, Sauvignon Blanc, Chardonnay, Semillon, Shiraz, Merlot and Cabernet Sauvignon.

Neil McGuigan, chief winemaker for McGuigan Wines, says the BIN series wines over-deliver on the price point, but research showed it was time for a “packaging evolution”.

“This, coupled with the fact the $8 to $15 wine price segment is the largest by volume in Australia, meant we really needed to ramp up our look in order to capitalise on an existing and captive audience,” he says.

“The new-look packaging is eye-catching, vibrant and fresh, with real presence and reflects where the wine should be on-shelf.

“We believe that with the support of our independent retailers and a solid marketing and promotional program that the new BIN Series will over-deliver upon our strategic objective of growing the McGuigan brand in this price segment.”

The new-look BIN Series is exclusive to independent retailers and sells for a recommended retail price of $12.99.