An answer to the growing popularity of mid and low-alcohol content drinks, this month, legacy winemakers McGuigan launch their new Black Label Mid.
Promising the same full-bodied flavour found in the McGuigan Black Label Red, the new mid-strenth version has been crafted using parent company Australian Vintage’s spinning cone technology.
Using a spinning cone column, alcohol can be extracted gently, without extreme temperatures or pressures, which can damage the delicate aromas, flavour and texture of the wine.
The resulting blend is lighter on both alcohol and calories, coming in at 9.8 per cent alcohol and 103.5 calories per 150ml, 21.5 per cent fewer than the original Black Label Red.
Tom Dusseldorp, Chief Marketing Officer at Australian Vintage, said he’s confident consumers will enjoy the full-bodied flavour of the new Black Label Mid as it has been carefully crafted for a conscious consumer.
“McGuigan Black Label has been a staple in Australian households for nearly 30 years, and McGuigan has a rich heritage of winemaking credentials. As cultural and societal attitudes shift towards a more conscious consumption of alcohol, we want our customers to still be able to enjoy the full-bodied flavours that Black Label offers, just tailored for mindful moderation,” he said.
In a recent blind taste test carried out at the McGuigan cellar door, 80 per cent of consumers were surprised at their preference for the new Black Label Mid over the original, and 9 out of 10 said they’d consider buying the mid-strength version, mainly for health reasons.
Research commissioned by DrinkWise Australia found that 37 per cent of Australians who have reduced their alcohol consumption have done so by using low and non-alcoholic options to cut back.
“McGuigan has already seen great success adapting to the new societal norms, with McGuigan Zero fast becoming Australia and the UK’s number one selling no-alcohol wine range.
“McGuigan Black Label Mid is the natural choice for consumers who are looking for a modern drinking experience and for Boomers who are becoming more health conscious,” said Dusseldorp.
McGuigan Black Label Mid will be available from April 2023 at Dan Murphy’s and select independent liquor retailers.
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