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AVL develops two new wine ranges under McGuigan brand

DBR Staff Writer Published 29 October 2012

Australian Vintage Limited (AVL), a producer and exporter of bulk and bottled wines, has developed two ranges of McGuigan wines - McGuigan Reserve and McGuigan Classic.

The McGuigan Reserve range includes a Semillon Sauvignon Blanc and a Shiraz Cabernet, while the McGuigan Classic range includes a Sauvignon Blanc, a Chardonnay, a Shiraz and a Cabernet Sauvignon.

To sell the wines nationally, AVL has already partnered with Independent Brands Australia (IBA) and Coles Liquor Group.

IBA will sell Reserve range through its more than 1,100 outlets throughout Australia, whereas Coles will sell the Classic range through its First Choice stores at recommended retail price of $11.99, reported The Shout.

Some of the IBA group's stores include Cellarbrations, The Bottle-O and IGA Liquor outlets, where the Reserve range is being sold at recommended retail price of $15.99.

AVL Australasia and North America general manager Cameron Ferguson told the website that the launch of tailored 'sub-brands' gives both retailers a unique branded proposition they can own across the market, supported with the know-how and reputation of a successful international brand.

"The positive for us is that the retailers actually want to partner with us to do this because our brand is enjoying above average category growth - last quarter McGuigan was up 30 per cent - and we're aggressively out-growing the rest of the category," Ferguson added.

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