Its Magnum Time

Increasingly, wine loving Aussies are choosing to enjoy their favourite drop at home, instead of heading to their favourite bar or pub1. Research also suggests Australians are becoming more discerning when it comes to selecting their wine of choice, choosing to drink better, and drink less.

An Australian first, the new Magnum is a 1.5 litre soft pack that gives wine drinkers the flexibility to enjoy great wine, a glass at a time. The equivalent of two bottles, Magnum delivers great value, premium varietal wines that are regionally and vintage declared in a compact format that allows wine to stay fresh for weeks, not days.

Magnum solves those mid-week moments when you want to enjoy just one glass of wine without compromising on quality or battling with the notion of wastage. From the Monday night glass of Margaret River Chardonnay in front of the TV, or the Wednesday night meal when you want a glass of Barossa Valley Shiraz, but your partner wants a glass of Sauvignon Blanc from Marlborough – the fridge and cupboard ready Magnum format is there for all of those single glass occasions.

Magnum General Manager, Scott Bell, is confident the new format will resonate with Australian wine drinkers, building on consumer trends of convenience, flexibility and ease of use to build a bridge between consumers who regularly consume wine but often just want a single glass.

“Our research shows there is enormous appeal in being able to enjoy the convenience of a single glass, without feeling compelled to finish or waste the rest of the bottle. Magnum’s convenient packaging provides the solution for this situation, giving consumers the flexibility to pour one glass at a time knowing it will be fresh for the next pour.”

Magnum is available nationally and across a range of known and loved brands such as Hardys, Houghton, South Island, Goundrey, Ta_Ku, Riddoch, Brookland Valley, Waipara Hills, Cat Amongst the Pigeons and Monkey Bay. Magnum will sit alongside the brands’ glass bottle equivalents on retail shelves and in the fridge – another first for the Australian market.

The launch of Magnum coincides with the celebration of 50 years since the patenting of casks in Australia and marks the next evolution in a convenient, easy to use product.

“Through the introduction of Magnum we aim to provide consumers with the opportunity to enjoy premium wines from some of Australia and New Zealand’s most famed wine regions from the Barossa to Marlborough, for those times when you just want one glass,” Scott added.

The new Magnum offers discerning Australian wine drinkers convenient quality and the choice to enjoy great wine, a glass at a time.

Magnum is available at Dan Murphy’s, BWS and local wine retailers nationally. The range includes wines from across a selection of brands, including:

Brookland Valley Verse 1 Semillon Sauvignon Blanc 2014 (Margaret River) RRP: $20.99

Brookland Valley Verse 1 Cab Merlot 2012 (Margaret River) RRP: $24.99

Cat Amongst the Pigeons Shiraz 2013 (Barossa) RRP: $29.99

Goundrey Homestead unwooded Chardonnay 2014 (Western Australia) RRP: $29.99

Hardys The Chronicles The Gamble Chardonnay 2014 (Limestone Coast)  RRP: $23.99

Hardys The Chronicles Butcher’s Gold Shiraz 2012 (McLaren Vale) RRP: $27.99

Houghton White Classic 2014 (Western Australia) RRP: $24.99