This month, McWilliam’s Wines will be releasing five new products exclusively to the independent channel. Each wine has been designed specifically in-line with the latest research from IRI-Aztec, Wine Intelligence and Shopper Tracker to meet the needs of both shoppers and retailers. These are trusted brands that offer consumers great quality at an affordable price and provide you with better returns.

These new SKUs follow a major rationalisation of McWilliam’s portfolio earlier this year. Since then, the company has begun taking a more disciplined approach towards new product development and identifying opportunities within its ranges to help drive category growth, provide retail with increased margins and consumers the option to trade up.

Evans & Tate Brand Manager, George Stupart explained, “There are four main insights that we’re aligning to. Two are based on the retailer’s needs, which is about profitability – so the margins in these products are great and over-deliver on category norms. The other is around loyalty – so by introducing new products from much loved brands, and also some new news that is exclusive to the independents, we are creating loyalty to their customers and giving them something that shoppers will come back to them for.”

“I would challenge retailers to review their current offering with the same level of rigour as we have reviewed our own portfolio and if any wines on their shelves aren’t over delivering on their or their customer’s needs, make space for one that does.”

Contact McWilliams Wines 1800 800 584

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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