McGuigans will transform Dublin's IFSC from urban concrete to lush contryside in September by temporarily setting up its portable City Vineyard
The McGuigan City Vineyard will travel to Dublin in September 2012, temporarily transforming a tract of the IFSC from urban concrete to lush countryside. It comprises an installation displaying rows of 60 year old vines in a turf soil, with an adjoining cellar bar and shop, complete with tractors, barrels and winemaker. The vines will be semillon and the vineyard will remain in place for nine days. According to McGuigan CEO, Niall McGuigan, McGuigan’s is Australia’s best selling brand on the Irish market. He feels that there are still huge opportunities here and that the City Vineyard, which has already had successful stints in Melbourne, Sydney and London, is a unique way of publicising the brand and teaching consumers something about wine at the same time.
While the vineyard is in situ, consumers will be invited to chat with the winemaking team and to amble through the vines while sampling glasses of McGuigan’s latest vintages. A commercial push, yes; but, unlike the trade and press, most consumers never get the chance to see a real live vineyard and this will be an opportunity to get just a taste of the wine making life. The event is timed to coincide with the 20th anniversary of the launch of McGuigan’s Black Label and also to tie in with McGuigan’s increasing success with semillon which, until now, has been something of a niche interest. At the recent International Wine Challenge, McGuigan’s took awards in the semillon category and they are hoping the publicity generated will raise the profile of this elegant, ageable variety, which is naturally relatively low in alcohol.
McGuigan’s are investing around £250,000 in the venture and there will be a tourism spin off, too, as the company will fly a large group of British and European trade and press into Dublin to join the event. It will also provide an opportunity for promoters of Dublin tourism to encourage wine lovers generally to pay a visit to the city.