McWilliam’s Wines returns to Sydney train stations in new integrated campaign

In its first major campaign for its age-specific Hanwood Estate range, McWilliam’s Wines is bringing out-of-home (OOH) placements across Sydney’s CBD train stations back, paying homage to its original neon-lit advertisement at Central Station’s Grand Concourse.

The campaign also features a new TVC, ‘It’s About Time’, developed by the brand’s in-house team.

After being acquired by the Calabria Family Wine Group in 2021, McWilliam’s Wines’ brand underwent an entire refresh, which came with the launch of the Hanwood Estate range. The new packaging features a propriety bottle embossed with the classic McWilliam’s logo, which becomes more ornate as the wine increases in age.

Carrah Lymer, brand manager at McWilliam’s Wines, said: “These fortified wines are sensational, and it’s so exciting to see McWilliam’s back sharing the story of its amazing wines to Sydney train travellers, albeit with a little less neon.

“Fortified wines have played an important role in the history of Australian wine, and for decades, McWilliam’s winemaking team have looked after incredibly rare barrel material to produce these limited releases under the Hanwood Estate range.”

An OOH placement for the new campaign

“We wanted to convey this in the ad while bringing fortified wines into a similar space as premium wine or whiskey,” Lymer said.

The campaign will run through to September, to promote in the lead up to Father’s Day. The TVC will be supported across regional radio and wine-focused consumer and trade media.


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