Beachcomber arrives on UK shores - McWilliam's launch new lower alcohol range

Award-winning Australian producer McWilliam’s, together with lower alcohol experts PLB, is launching Beachcomber, a range of lower alcohol wines with a 5.5% ABV, suitable for all occasions.
The Beachcomber range embodies the essence of Australia via a trio of bright, fruit-driven wines with fresh, approachable flavours, enhanced by contemporary and aspirational packaging. The wines: a luscious fruity red; a soft fruity white; and a soft fruity rosé, will be available in the UK from August, initially launching at Tesco, with other retail listings to follow. RRP will be £4.99.
The launch will be supported by a full marketing and pr campaign, using the strapline: ‘Endless Possibilities - The Wine for any Occasion’, with activities based around ‘great taste’ to engage and inspire the consumer as to the potential occasionality and role of Beachcomber as part of their wine portfolio.
Clear labelling will ensure the consumer is explicitly aware of the lower 5.5% ABV, and marketing activity will also highlight this, ensuring Beachcomber is a positive and considered choice.
McWilliam’s Brand Manager Laura Sullivan said ‘There are clear trends and opportunities emerging for lower alcohol wines, but our research tell us that the UK consumer does not want to make compromised choices when it is comes to lighter drinking. Beachcomber offers a fantastic taste profile and can match the flavour expectations of standard ABV wines, so whilst the lower ABV is an added benefit that we will highlight, the key message is that these wines are right as part of anyone’s repertoire, whatever the occasion’.
Beachcomber will launch initially into the UK off-trade, but the brand will also look in the longer term to have a presence in relevant on-trade channels as well as via the convenience sector.
Named Winery of the Year 2010 in Australia and with a family history that goes back over 130 years, McWilliam’s today has 1,000 hectares under vine in Australia’s key wine -producing regions. The McWilliam’s wines are distributed in the UK by leading independent importer PLB, complementing PLB’s already strong Australian portfolio. McWilliam’s is one of the Australian First Families of Wine. www.australiasfirstfamiliesofwine.com.au
-ends-
3rd August 2011

For further info, images or samples, contact: Nicky Smith, pr manager, PLB
T: 01342 318 282 M 07884 381615 E: nicky.smith@plb.co.uk