Global brand McGuigan Wines – part of Australian Vintage – has entered into a multi-year partnership with Cricket Australia.
McGuigan Wines will become the official wine partner for the Australian Men’s and Women’s cricket teams, domestically and internationally,
Australian Vintage CEO Tom Dusseldorp said, “We’re thrilled to partner with Cricket Australia, enabling consumers and fans across the world to celebrate the moments that matter, whether that’s in stadiums, backyards, or living rooms.
“There is nothing better than watching the test with a good glass of McGuigan wine in hand.
“This partnership forms part of McGuigan’s broader strategy to drive growth locally and globally by leveraging the enormous reach and year-round engagement that cricket provides.
“With over 9.4 million Australians identifying as cricket fans, and more than two million attending matches last season, the sport offers unrivalled reach and cultural relevance.”
Ed Sanders, Cricket Australia chief commercial officer said: “We are excited McGuigan Wines is joining the Cricket Australia family.
“As a brand anchored in Australian tradition and innovation, they are a natural fit for our audience.
“We are confident our partnership with McGuigan Wines will elevate our fan engagement, connecting cricket lovers to unforgettable experiences both on and off the field.”
In addition to the partnership, McGuigan Wines intends to activate a suite of consumer experiences, including on-ground activations at Australian games, limited-edition co-branded products and national in-store and digital promotions.
Mr Dusseldorp said, “As Cricket Australia continues to deliver record-breaking summers, we see this as the perfect platform to remind Aussies why McGuigan remains a household favourite.
“Great wine, no pretence, just quality you can count on.
“Wine is still loved the world over, it is up to global wine brands to remind consumers that there is a wine for every occasion.”
Recent Comments