Neil McGuigan had been named International Winemaker of the Year in 2009 and 2011. A feat unique in Australian history. We were asked to promote this news, and turn it into sales for McGuigan wines via a free gift at point of purchase.
OOH and Pre-roll advertising ‘The Best Winemaker on Earth is Australian’. Instore we capitalized on wine consumers’ love of ‘social currency’. We created Neil McGuigan’s Pocket Wine Guide – full of the insights from the International Winemaker of the Year – with a perceived value of about $20, free with every two bottles purchased.