McWilliam’s revamps global portfolio30th April, 2014 by Lauren Eads
Australian winemaker McWilliam’s has revamped its packaging and launched a new range of single varietal wines from high altitude vineyards in New South Wales as part of a restructuring of its global portfolio.
The new Appellation tier, featuring Wines from Tumbarumba, Orange, Canberra and Hilltops, as well as all wines in the winemaker’s portfolio, will feature a new family crest with packaging redesigned to suit each range’s target audience.
James Roberts, UK sales director, said: “McWilliam’s has long-standing sourcing abilities in New South Wales, and by utilising the great diversity found here we are able to provide a clear hierarchy: each range increases in quality and character as it ascends in altitude – from varietal-led entry-level wines, to regionally expressive wines that are perfect for the more adventurous and knowledgeable wine lovers.”
The new-look McWilliam’s portfolio will feature a Foundation range with easy-to-recognise labels and clear varietal information for shelf and back-bar stand out, a newly designed Hanwood Estate range comprising a mix of “traditional and modern”, new labels for its Family Collection focusing on individual winemakers, a new Appellation range featuring wines from high altitude vineyards, and newly designed labels for its Flagship 842 Tumbarumba Chardonnay and GDR Hilltops Cabernet single vineyard wines.
The new ranges are available in the UK via agent Kingsland.