After parting with Gallo, Australia’s McWilliam’s shifts upmarket in U.S.

Long a part of the E.&J. Gallo import portfolio, Australian winemaker McWilliam’s has taken a new direction in the U.S. market this year, switching importers and launching two higher-priced wine ranges and a millennial-targeted red blend, with more premium offerings on the way. “The fastest-growing price segment in the U.S. is $10-$20,” notes Mark Hely, McWilliam’s director of international markets. “We’ve traditionally sat at around $10 in the U.S. and Australia, and we’re looking to move up to the $15-$30 range.