Y Series links with American sports powerhouse

It seems like an unlikely collaboration: the behemoths of the National Football League in the US and leading Australian wine producers the Hill-Smith family.

Unlikely, but still a thing.

South Australian brand Y Series (Hill-Smith Family Estates) was today named as Official Wine of the NFL in Australia and New Zealand, marking the NFL’s first-ever wine partnership in Australia and Y Series’ largest sporting deal to date.

The multi-year agreement includes Y Series as Official Wine Partner of the 2026 NFL game in Melbourne on September 11 this year, including game day activations, in-game branding and game day pours at the Melbourne Cricket Ground.

A limited-edition Y Series x NFL wine range will be available nationally later this year, along with a consumer promotion offering two Australian fans the opportunity to attend Super Bowl LXI in Los Angeles next February.

Y Series, for those not familiar, is a range of wines in the $15-16 price range that offer excellent value for money.

Karl Martin, Chief Executive Officer of Hill-Smith Family Estates, said the partnership with the NFL marks a long-term play for the future of the brand, "tapping into one of the world’s most powerful entertainment platforms to drive cultural relevance and growth".

“This partnership with the NFL puts Y Series right where people want us - in big moments, shared rituals and time spent together. It’s about bringing wine into high-energy environments and showing up as part of how people celebrate, connect and unwind, on game day and beyond.”

Charlotte Offord, general manager of NFL Australia and New Zealand. said: “As we continue building towards our first-ever regular season game this September, we’re proud to be joining forces with Y Series to bring great Australian wine to the heart of game day." 

Big change at Hill-Smith Family Wines

 

Big news from Hill-Smith Family Estates, whose labels include Yalumba, with the announcement today of the appointment of Sam Wigan as the new head of winemaking ahead of the 2024 vintage. 

Wigan, the son of former Peter Lehmann chief winemaker Andrew Wigan, takes over from Louisa Rose.

Wigan has worked for the Hill-Smith family for 22 years. 

He completed his first vintage in 2000 at Peter Lehmann Wines before travelling to the Sonoma Valley for the northern hemisphere vintage.

The following year, he commenced a traineeship at Yalumba and studied oenology at Charles Sturt University.

He subsequently worked vintages in Marlborough, Rioja and Beaujolais.

Fifth-generation family member and chair Robert Hill-Smith said: “Louisa Rose has mentored and led a strong winemaking team, and now under a new leader in Sam Wigan, we have the chance to showcase and express those experiences in a very tangible and exciting way as the 2024 harvest looms. 

"Sam has shown excellence in his craft and embraces the balance of tradition with innovation across our folio. 

"It is a challenging but exciting time. We have a strong, intelligent team with diverse thinking and a strong belief in crafting fine wine with personality and expression of place." 

Wigan said he was excited to be entrusted with custodianship of the collection of wine brands.

“I have always been deeply passionate and excited by wine,” he said. 

Louisa Rose (above) will remain with the company in "a new leadership role", supporting the wine, sales and marketing teams as head of sustainability and brand ambassador.

Rose has worked for the Hill-Smith family since 1992and was appointed head of winemaking in 2006. 

“To have talent and leadership of Sam’s calibre come through our ranks has filled us with confidence and opportunity," she said. 

“It has been a pleasure working alongside Sam for 22 years; we still have many years working together ahead of us.” 

Hill-Smith Family Estates incorporates Samuel Smith & Son, Negociants Australia, Negociants New Zealand, Negociants International, Free Run Juice, Yalumba Nursery, and wine brands and vineyard estates including Yalumba, Jansz Tasmania, Dalrymple Vineyards, Pewsey Vale Vineyard, Heggies Vineyard, Nautilus Estate of Marlborough, Oxford Landing, Running with Bulls, Winesmiths, Opawa, Smith & Hooper, Ringbolt. mesh, La Maschera, Rogers & Rufus, earthworks, Twin Islands, Hill-Smith Estate, and Parish Vineyard