News

Modern design meets iconic taste with McGuigan Black Label’s bold makeover. The range’s vibrant new look brings stronger shelf standout and clearer varietal cues, yet still delivering the familiar taste that’s made it a favourite worldwide.

Brighter colours, attention-grabbing labels, and co-ordinated, tear-away caps aligning to label colours improve recognition and ease of choice for consumers in today’s wine aisles. The new packaging delivers a consistent design across all key global markets — including Australia, the UK, Asia, and Canada — ensuring a unified brand presence on shelves. This globally aligned approach strengthens McGuigan’s identity as an internationally recognised and trusted wine brand, while making it easier for consumers to identify their favourite varietals no matter where they shop.

Alongside the new look and new to range this summer, the addition of Black Label Rosé and Black Label Classic White will bring fresh flavour to the range, broadening its appeal to win over even more palates and drive further growth.

McGuigan continues to offer consumers trusted quality and craftsmanship at an accessible, everyday price point, said Alyssa Kane, McGuigan Wines Senior Brand Manager.

“This commitment to value has made McGuigan a global favourite, with over 100 bottles sold every minute worldwide* — a testament to the brand’s enduring appeal and reputation for delivering exceptional wine without the premium price tag. The refreshed label is a natural next step, we’ve modernised the pack to match the quality in the bottle, clearer, brighter and easier to find, while keeping the approachable taste that’s made Black Label a weeknight favourite,” says Kane.

McGuigan is also proud to unveil its new creative platform and brand proposition, ‘When You Know’ — a celebration of confidence without complexity. Embracing authenticity, approachability, and proudly Australian roots, the platform reflects what McGuigan stands for: trusted by millions, made for everyday moments, and delivering value with a playful, relatable spirit. Witty, tongue-in-cheek campaign lines bring wine into everyday Aussie culture, with playful expressions like “Tasting notes: bloody delicious.” and “New suit. Same legend.”

McGuigan Black Label has a RRP of $11 and can be found at all major liquor stores nationwide.

With an elevated look and new favourites to try, McGuigan Black Label is making it even easier to enjoy Australia’s number one red wine**, wherever you are.

ENDS

*Total McGuigan Wines Total Brand Sales: Latest 2 weeks July 2025
** AU Liquor Scan+ww Bottled Red Wine <$20 ASP, MAT 27/07/25