Global Rebrand for McGuigan Wines
- Sep 4, 2025
- 1 min read
Updated: Mar 31
I led the global rebrand for the #1 selling red wine in Australia. The brand, which is available in Australia, the United Kingdom, and throughout Asia Pacific, was due for a change. With the iconic Black Label undergoing a facelift, the brand needed a foundation to match.
From initial mock ups of the key visual to directing the photoshoot, and then final execution of the creative - I ushered in a new chapter for the legacy wine.
I used video from the shoot as well as graphic elements to edit together this launch video.
For this shoot we worked with Photoworks Studio Sydney.
Beginning shoot day with a thoroughly planned schedule was essential to finishing this shoot in one day. We shot over 20 bottles on 4 different colour setups, plus video to launch the new positioning and announce the label revamp for Black Label.
The rebrand has been a huge win for McGuigan, which is seeing an uptick in sales across markets.
The campaign launched with paid ads in Drinks Trade as well as media coverage through PR outreach.
McGuigan Single Batch Project Activation on Dan's and BWS
McGuigan's fresh new look went live online with the launch of Single Patch Project being supported by digital ads. The campaign was a smashing success with $13,076 in attributed sales, 291% return on investment, and a click through rate of 6%.
Additionally, corresponding Meta Ads reached 1.3M people, driving 2M impressions and 1.4K clicks to Dan Murphy's listings. Dan's is owned by Endeavour group, which is Australia's leading retail drinks and hospitality company.
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