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McGuigan Wines Introduces McGuigan Mid: A Revolutionary Mid-strength Wine Catering To The Moderating Drinker


Brand News | September 2023

Australian Vintage brand, McGuigan Wines, launches McGuigan Mid, a solution for Brits looking to moderate their alcohol intake.

1 September 2023: Leading no and low alcoholic winemaker, Australian Vintage, is bringing a category defining mid-strength wine, McGuigan Mid, to the market in time for Autumn. With less than 75 calories per 125ml serve and an ABV at 7%, McGuigan Mid is set to revolutionise the way we enjoy wine.

Crafted for the increasing number of people who are choosing to moderate, McGuigan Mid offers a better-for-you exceptional drinking experience.

Whether it’s a mid-week gathering, a social get together, or simply a personal decision to moderate alcohol consumption, McGuigan Mid offers an enjoyable option for all occasions.

Senior Brand Manager, Oliver Hoey says, “We are incredibly excited to introduce McGuigan Mid to the market. As leaders in the no and low alcohol sector with McGuigan Zero the number 1 still non-alcoholic wine brand in the UK*, we understand that Brits want to make healthier choices without sacrificing the pleasure and taste of a great glass of wine. McGuigan Mid is a category defining range that meets these demands head-on. With McGuigan Mid you get a memorable wine-drinking experience for any lifestyle.”

Recent research by Australian Vintage found 92% of respondents would consider buying a lower ABV wine.**

Head of Marketing, Alana Jackson says, “There is a trend towards living ‘lighter’, where consumers are actively or subconsciously seeking moderation or lighter drinking experiences. The drivers for this differ depending on demographic needs with many consumers looking to make healthier or responsible choices; reduce their alcohol or calorie intake; or simply for personal control.

Lighter and mid strength alcohol has a role to play in everyday occasions, without consumers having to worry about compromising on taste, product quality, or the need to completely abstain. It’s up to brands to build this trust through driving awareness of the category, providing education, and supporting ease of instore navigation.”

The McGuigan Mid range includes three crowd pleasers, all £7.00 and available at Sainsbury’s from September and at Morrisons from October:

  • A Shiraz, bursting with aromas of red fruits and hints of black pepper.
  • A Sauvignon Blanc, packed with citrus and tropical flavours.
  • A Rosé, filled with aromas of rose petal and light berry.

END

* Nielsen MAT Data| January 2023
** AVG | Click Research | Commissioned Project: Deep Dive into No, Low & Mid Alcohol | Australia & UK | June 2023