By Amy Looker, editor – National Liquor News

McGuigan Wines has revamped its popular Bin Series, giving the wines fresh new packaging.

The range of seven wines includes a Verdelho, Sauvignon Blanc, Chardonnay, and Semillon across the whites, while the reds are made up of a Shiraz, Merlot and Cabernet Sauvignon and are sourced from premium vineyard sites in the Hunter Valley, and broader New South Wales and South Australian viticultural regions.

Exclusively available to independent retailers, the new-look range eye-catching, vibrant and fresh, with real presence and reflects where the wine should be on-shelf, says chief winemaker, Neil McGuigan.

“The Bin series wines have always been fantastic. They’re varietally intense, flavoursome and always over-deliver on the price point, but our research showed it was time for a packaging evolution,” says McGuigan. 

“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. Put simply, we’ve made the McGuigan lion roar, and 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 available now with an RRP of $12.99.

The Shout Team

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

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