About McWilliams Wines
Established in 1877, McWilliam’s Wines is a family-owned winery based in Australia with both domestic distribution and international distribution in the UK, US, Asia and Europe. “Six generations of family passion and winemaking tradition, along with grapes from the best vineyard sites in South Eastern Australia, guarantees that McWilliam's Hanwood Estate range is of consistently high quality from one vintage to the next.1”
Learn more about McWilliam’s Wine
McWilliam’s Wines realized that the still wine sector had become a mature and crowded market and an opportunity was available to enter the growing and profitable sparkling wine market. With an established brand and a new innovative closure they could provide a solution to common problems faced by sparkling wine consumers: difficulties opening champagne bottles with traditional cork and wire and short shelf life of an opened bottle. McWilliam’s Wine Evans & Tate brand had the most potential to thrive in this growing sector.
By entering the sparkling wine market with the new, innovative ZORK® Sparkling closure, McWilliam’s Wines positioned their brand with a unique competitive advantage. The peel and reseal closure added value to Zampire’s target consumers—females between 25 and 45—by providing a more controlled bottling opening experience while maintaining the traditional ‘pop.’ The ability to reseal the bottle allowed the consumer an effective way to enjoy a glass, save the rest for another day and look forward to the same quality.
The ZORK® Sparkling provided a product with a competitive advantage that was aligned with McWilliam’s Wines Corporate Social Responsibility message. Sales volume exceeded initial projections from a well-supported and executed marketing strategy. The value proposition was clearly communicated via the packaging label, point of purchase support, media initiatives and outdoor advertising campaigns. And there is still room to grow as ZORK® Sparkling provides universal appeal to international market development.
"In many ways, the new cap (ZORK®) of Evans & Tate’s Zamphire is sparkling's equivalent to screw cap. With the wine protected against cork taint, this new closure brings the same benefits to sparkling wine as screw cap closures did to table wine. Additionally, as the cap is resealable it keeps the bubbles fresh over a longer period of time and allows consumers to enjoy a glass as the occasion calls."
- Quote from McWIlliam’s press release introducing the new line of sparkling wine