McWilliam’s Wines Group is set to launch three new drinks into Australia’s competitive wine market, appointing media agency Bohemia to support the expansion.
McWilliam’s Wines Group will launch a prosecco brand Mionetto, along with two new varieties of its Henkell sparkling wine. The launches come as McWilliam’s Wines looks to build its portfolio of domestic and international brands in a bid to compete within Australia’s competitive wine market.
Bohemia will be tasked with developing and executing media strategies for the new brand launches, as well as implementing media strategies for the company’s Evans & Tate and Henkell Trocken brands. The work is scheduled to roll out in the first half of 2018.
Sarah Nichols, head of marketing at McWilliam’s Wines, said, “Within an ever-competitive industry we were looking for an agency who could capture consumer’s imaginations through insight and outside-the-box thinking. We feel Bohemia will bring great ideas and energy to both our established and newer brands.”
McWilliam's Wines is one of Australia’s premier family wine companies, with six consecutive generations of winemakers.
The appointment follows Bohemia's acquisition by M&C Saatchi Australia earlier this year.