BRAND PHOENIX SECURES UK PARTNERSHIP WITH McWILLIAM’S WINES

Wine agency and distributor Brand Phoenix has announced a new partnership with iconic Australian wine producer McWilliam’s Wines becoming their UK distributor with immediate effect. The new relationship marks a strategic move by Brand Phoenix to expand its growing global portfolio by bringing one of Australia’s most historic and awarded wine brands to the UK market.

The UK range includes JJ McWilliams, the McWilliams Heritage collection and Single Vineyard.

 

Founded in 1877 in New South Wales by Samuel McWilliam, now in its sixth generation of winemaking with Mel and Scott McWilliam among the family members continuing the legacy. The brand is recognised for its excellence in cool-climate still and fortified wines sourced from vineyards in Riverina, Tumbarumba, Hilltops and Canberra. The Hanwood Estate in Riverina, however, remains the heart of operations.

 

A staunch supporter of local initiatives, McWilliam’s was the Official Supplier of the 2024 Australian Paralympic Team and founded the McWilliam’s Excellence in Action Award, which recognises those tackling challenges within the Australian wine industry. In 2021, McWilliam’s Wines was acquired by the Calabria Family Wine Group, and continues to expand while honouring its 148-year-strong heritage.

 

Andrew Calabria, Calabria Family Wine Group, comments: "We’re excited to have established a partnership with Brand Phoenix, a company that shares our deep commitment to quality, heritage and innovation. There’s a natural synergy between our two businesses, and a touch of serendipity too. We’re genuinely excited to collaborate with the Brand Phoenix team to bring the McWilliam’s proud story and exceptional wines to life in the UK. McWilliam’s is an iconic brand with a proud legacy, and this partnership will ensure our wines are more accessible than ever to UK consumers."

 

Brand Phoenix co-founder Greg Wilkins comments: “We’re delighted to have teamed up with the Calabria family for the UK market. Their portfolio of brands, from McWilliam’s through to Kings of Prohibition, is a great example of what honest, great quality Australian wines are all about. They remain true to their wines and their consumers, and we are fully committed to working with them to build their brands over here.”

 

Founded by Greg Wilkins and Steve Rosser, Brand Phoenix brings over 24 years of experience in building and distributing leading consumer wine brands, including one of the UK’s biggest off-trade South African wine brands FirstCape. Known for combining quality with accessible pricing, Brand Phoenix manages a portfolio of 10 global brands and 80 SKUs from South Africa, through to France, Spain and New Zealand. Their unique grower-to-glass model ensures great value for partners and consumers alike. With a track record in interpreting trends and an unrivalled understanding of the market, the business is well-positioned to reintroduce McWilliam’s to the UK market.