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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.

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Not Your Grandad's Wine

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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.

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