Home' National Liquor News : NLN SEPT 2016 Contents 20 | SEPTEMBER 2016 NATIONAL LIQUOR NEWS
MCWILLIAM: WE'RE WINEMAKERS
Following a meeting with the Australian Liquor Stores Association (ALSA), Jeff
McWilliam (pictured), the CEO of McWilliam's Wines has spoken about the
company's role in the purchase of The Wine Society.
Last month it was reported that a consortium called Australian Wine
Finance is looking to purchase The Wine Society and that McWilliam's has a
small shareholding in that group. But in a meeting between McWilliam and
ALSA, McWilliam said the winemaker has no plans to move into retailing,
saying that the company is "solely and absolutely" focused on winemaking.
McWilliam said: "Our business is solely and absolutely focused on
trying to produce quality wines and building our brand equity around the
three core brands. Then we are focusing on operational efficiencies, so
the piece in Western Australia and the Margaret River wine production
was an operational efficiency investment that we made. But that
investment was made four years ago, and the majority shareholder of that
business is Peter Fogarty.
"So The Wine Society is Peter's move, he's identified this and we don't
have anyone in our business involved and we haven't been looking at any of
it. We have sold wine to The Wine Society in the past and we will probably do
that in the future as well, but that is as far as the relationship goes."
McWilliam also said that there are no
plans for any preferential treatment to be
given to McWilliam's Wines by The Wine
Society and that the Society was not a key
focus for the winemaker.
He added: "I understand that the intention
is for The Wine Society to continue to have
their wine panel in place and keep all the
rigour around their wine selections.
"We have got some real core focuses in our business and the recent
accolades we've received for some of our brands and being announced as
Winery of the Year [at the 2017 Halliday Wine Companion Awards], at Mount
Pleasant is the stuff that we have got to be driving.
"And at the Sydney Royal Wine Show we won some awards under the Evans
& Tate brand and those awards are the culmination three years' hard work and
getting the production side of things right. We've given Matt Byrne [Evans &
Tate's senior winemaker] the environment to make exceptional wines."
Jeff McWilliam was appointed as McWilliam's Wines' CEO in March this
year, replacing outgoing CEO Robert Blackwell.
PRESFAST RUNS SHELF STACKER PROMO
Sydney-based printing company Presfast is offering brand marketers a
full colour sample of its Fastbuild Shelf Stacker unit at no cost throughout
September and October.
Jeremy Taylor-Riley who looks after client partnerships and shopper
engagement at Presfast, said: "If you want us to have a look at doing a
mock up for you, send us your creative assets and we'll turn them into
some artwork and print the unit digitally and ship it to you all at no cost, so
you can show one of these units to your clients in its full glory.
"It will be a production sample
so it will take 21 bottles of sparkling
per shelf. It's a fully operational pre-
production mock up."
The Fastbuild Shelf Stacker
unit is able to merchandise either
15kg or 25kg in product weight.
As an example this means that
each shelf can carry 21 bottles of
sparkling. So, a fully merchandised
unit can display 63 bottles in total.
Alternatively the unit can safely
display up to four six-packs of beer
or cider per shelf.
Taylor-Riley added: "Some of
our clients have used the unit to
secure off-location real estate for
up to 12 weeks, enjoying multiple
replenishments and therefore
The Fastbuild units come
individually packed with a full colour
header card and takes around 45
seconds to erect in-store. Presfast
works with clients to develop
the creative and then prints and
manufactures in less than three
weeks from approved artwork.
JACK DANIEL'S SERVES UP A US TRADITION
Jack Daniel's Old No. 7 brand has released the Jack Daniel's American
Serve into the growing RTD whiskey category.
According to the inaugural ALSA-IRI State of the Industry report
released in March this year, Dark Spirits account for 81 per cent of the
$2.3 billion RTD Category Market and are the fastest growing segment
within this category.
In line with this growth, Natalie Accari, marketing manager Jack
Daniel's Family of Brands, said the team has looked into their brand to
give Australian consumers more of what they love about Jack.
"That's where the simplicity and authenticity of our newest addition
to the family became clear. For us, there is nothing like the feeling of
being at a bar in the USA and ordering a Jack Daniel's. The hospitality
is great and US bartenders tend to favour just a splash of mixer to cut
the whiskey, that's the authentic taste and feeling we are bringing to
Australian consumers through Jack Daniel's American Serve."
Jack Daniel's American Serve has a 10 per cent ABV and comes in a
short 250ml can which can be poured over a rocks glass filled with ice to
replicate an authentic American pour. It is available in three flavours: Cola;
Traditional Lemonade; and Dry.
Accari continued: "The real beaut
of American Serve is that it offers
Australian spirit consumers more
of the smooth, bold flavour of our
iconic whiskey, with less mixer,
while remaining a responsible,
American Serve is available
nationwide from September with
an RRP of $25.99 for a four-pack.
The launch will be supported
by an integrated marketing
campaign spanning outdoor,
digital, social and in-store media
as well as a series of experiential
events to be announced in the
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