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McWilliam's Wines Group launches Evans & Tate' s Expressions range in the UK

Published:  27 April, 2015

The McWilliam's Wines Group is launching a new wine range called Expressions under its Australian Evans & Tate brand at London Wine Fair 2015.

The wines are targeting 'millennials' that may not be as familiar with specific wine producing regions of Australia, but may be more familiar with the wine styles they prefer to drink.

"We have access to the best grapes in every vintage from top regions all over the country which means we can hit the style and price point we want every single year.  The wines are perfect for the new generation of drinkers - the millennials - who have low awareness of Australian regions but know the flavours they like," said McWilliam's Wines Group export director Mark Hely.

The wines naming conventions are centred more around communicating a style and flavour profile to consumers rather than more traditional naming conventions often seen in the wine trade. Names include "Butterball Chardonnay" or "Smooth Operator Cabernet Merlot", which have had success in Australian retailers. 

Hely said: "Butterball Chardonnay was the most successful launch in Woolworths in 2014."

The less serious names are in an effort to make wine more approachable to consumers. "Expressions are wines with a sense of style and place, rather than terroir," said Hely.

Sogrape UK will be the importer for the range.  Daniel Hart, Sogrape's UK agency manager, said: "Expressions sits perfectly in our portfolio - a combination of some seriously good winemaking credentials with engaging, fun labels and a brand story that helps shoppers quickly and easily choose the wine that is right for them." 

The range will all be  priced with an RRP £8.99

Fresh as a Daisy Sauvignon Blanc

Butterball Chardonnay 2014

Smooth Operator Cabernet Merlot 2013

Pile Driver Shiraz 2013