Case Study: Australian Vintage boosts McGuigan’s premium appeal with Glow’s rapid label research

Australian Vintage refreshes McGuigan with Glow in under a week, backed by 40%+ consumer preference

Australian Vintage, an Australian winemaking business, faced a challenge with its McGuigan Reserve brand underperforming in the UK market. Recent price increases and new competitors caused the brand to lose market share, as its packaging no longer conveyed the premium attributes needed to justify its price point. The company engaged vendor Glow to use its consumer research platform to test new label designs.

Glow implemented a rapid survey to gather feedback from over 300 UK wine drinkers on several alternative labels. The process took less than a week and identified a clear consumer preference for one design, which had the strongest premium cues and highest quality associations. This insight allowed Australian Vintage to confidently proceed with a label refresh that is expected to justify a higher price point and improve shelf presence in major retailers.

Australian Vintage