Australian Vintage is to launch an advertising campaign for its McGuigan wine brand in the UK and Ireland.

The “Bring a McGuigan" activation starts on 1 October and includes a TV commercial, radio and cinema ads as well as three 20-second online videos. The company said the campaign aims to "engage wine consumers in a more empathetic, tangible and relevant way, and move away from the traditional advertising mould of vineyards, grapes and wine makers to bring more sociability to the wine category".

A spokesperson told just-drinks that the company had decided not to disclose the marketing spend. 

Scott Burton, marketing manager at Australian Vintage, said: "This is the next step in our strategic plan, driving brand awareness on a global scale and really engaging with the end consumer in a meaningful way.”

"The ‘Bring a McGuigan’ campaign perfectly mirrors what the McGuigan brand stands for – fun, authenticity, playfulness and approachability. Communicating these attributes in a traditional wine advertising style, with the rolling hills, grape crushing and barrels, just wouldn’t have worked for our brand. We needed to do something slightly edgy in order to help us stand out in a crowded marketplace.”

Last month, Australian Vintage posted a lift in full-year sales although profits were dented by a brace of one-offs.