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How do you engage millennials who aren't interested in wine?

By creating a rebellious 'younger brother' brand that breaks all the rules.

The brand is rooted in the story of 'Mack' McGuigan, heir apparent to the world famous McGuigan wine dynasty. He wants to do wine his way. 

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By framing the brand in this narrative, we keep the authority of the big established wine brand, but create a version that a new generation can relate to and call their own.