William’s has unveiled a restructured global portfolio designed to promote its winemaking credentials, which date back to 1877.The revamped ranges are now available in the UK via agent Kingsland, and the new Appellation tier which comprises single varietal wines from high altitude vineyards in Tumbarumba, Orange, Canberra and Hilltops – coming online in the next few months.
A new McWilliam’s family crest now features on all labels and capsules, and the new packaging has been designed after Consumer Insight to ensure each range is carefully tailored to its target audience.
UK sales director James Roberts said: “McWilliam’s has long-standing sourcing abilities in New South Wales, and by utilising the great diversity found here we are able to provide a clear hierarchy.
“Each range increases in quality and character as it ascends in altitude – from varietal-led entry-level wines, to regionally expressive wines that are perfect for the more adventurous and knowledgeable wine lovers.”
The new-look McWilliam’s portfolio now comprises:
Foundation (JJ McWilliam and Sunstone – RRP £8.99) with easy-to-recognise labels and clear varietal information for shelf and back-bar stand out.
A new, elegant design for Hanwood (RRP £9.99) with a mix of traditional and modern cues.
The regionally and varietally expressive Family Collection (RRP £12.99) with labels designed to capture each wine’s character.
The New Appellation range of Tumbarumba Pinot Noir and Chardonnay, Orange Sauvignon Blanc, Hilltops Cabernet and Canberra Syrah (RRP £14.99) with detailed back labels about each wine’s provenance.
Refined, elegant and understated labels for the Flagship 842 Tumbarumba Chardonnay and GDR Hilltops Cabernet single vineyard wines (RRP £19.99).
Six generations of McWilliam’s have been involved with running the company since it was established by Samuel McWilliam on the banks of the river Corowa in 1877.
Today, McWilliam’s sources from premium winegrowing regions across New South Wales, including Riverina, Hilltops, Tumbarumba and Orange, and is one of the founding producers behind Australia’s First Families of Wine.
