By James Atkinson
McGuigan Wines' new partnership with the St George Illawarra Dragons NRL club will have many benefits for the winemaker, according to CEO Neil McGuigan.
McGuigan Wines, which was recently crowned 'world's best winemaker' for the third time in four years, yesterday announced a three-year apparel partnership with the Dragons, under which McGuigan's brand will feature on the front of the club's playing and training shorts.
McGuigan will also have branded signage at the Dragons' two stadiums in Sydney and Wollongong and exclusive wine rights across the two stadiums, the associated leagues clubs in both cities and across all conference and events facilities. [continues below]
L-R: Wine writer John Fordham, Neil McGuigan, Dragons CEO Peter Doust
Aside from the pourage and local exposure benefits, McGuigan Wines CEO Neil McGuigan told TheShout the partnership could open doors for the winemaker with the many independent liquor retailers in the club's catchment area.
"The fact that we are supporting St George in this region will maybe help us get our wines ranged there," he said.
"And when St George play away from home, it will increase our exposure down the eastern seaboard through the apparel branding." [continues below]
TheShout interviewing Neil McGuigan at WIN Jubilee Oval yesterday
McGuigan said the synergies between McGuigan Wines and the club are strong, with both enjoying a rich history and heritage and a well-established track record of success.
"I've been a life-long supporter of the Dragons, so aligning with St George Illawarra is a logical fit for McGuigan Wines," he said.
The McGuigan partnership ends a 37-year association between Penfolds and the Dragons.