McWilliam’s Wines Group adds Dialogue PR and Molasses to public relations and branding accounts

McWilliam’s Wines Group has undergone an agency reshuffle, appointing Dialogue PR to its public relations account and Molasses to manage its brand design.

Dialogue PR will be responsible for the wine group’s communication strategy, content development, media relations and supporting the McWilliam’s in-house communication teams.

The agency will be working closely with the labels McWilliam’s, Hanwood, McW and Mount Pleasant.

McWilliam’s Wines Group has added Dialogue PR and Molasses to its agency roster

In 2015, McWilliam’s PR account was awarded to Liquid Ideas.  The brand has also performed the function in-house.

Kate Bradley, managing director and founder of Dialogue PR, said in a statement: “We are proud to be appointed as the communications partners working across an exciting mix of iconic wine brands. Our team look forward to helping the McWilliam’s Wines Group navigate the rapidly changing media landscape and meet their business objectives with high impact results. It’s an exciting time to be joining the business as the company sets its sights on revitalising its reputation as an innovative leader of the Australian Wine Industry.”

Sarah Nichols, head of marketing at McWilliam’s Wines Group, said: “Dialogue PR has impressive strategic capabilities as well as strong relationships across lifestyle, wine and trade media which will no doubt assist the McWilliam’s Wines Group to increase awareness and encourage trial across our brands. Dialogue will play a significant role in sharing the evolution of McWilliam’s with our audiences and help us make our wines more approachable to consumers through brand-led experiences and stories.”

Sydney-based brand consultancy, Molasses, has also been brought on board as McWilliam’s strategic brand design partner working across the group’s portfolio of labels.

Dan Parritt, co-founder of Molasses, stated: “We’re delighted to be working with Sarah and the team at McWilliam’s and to be part of an exciting new era for such an established Australian wine company.”

Nichols said of the brand consultancy: “It’s great to welcome Molasses on board. We were keen to partner with a brand design agency who really got our brand plans and would offer a fresh perspective, and Molasses is delivering just that.”


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