2019 Maurice O'Shea Award

Our Client:

McWilliam’s Wine Group

Our Project:

MOSA 2019

Our Assignment:

Every three years, the McWilliam’s Wine Group hosts the Maurice O’Shea Award; wine industry’s leading and most esteemed accolade. Instigated by the McWilliam’s family in 1990, the Maurice O’Shea Award Dinner is recognised as the most prestigious event on the wine industry calendar. Named to commemorate one of Australia’s most iconic winemakers, Mount Pleasant’s Maurice O’Shea, the award is presented to an individual, group, activity, association, institute or corporation which has made a significant contribution to the Australian Wine Industry.

Event Management

At the end of 2018, McWilliam’s Wine Group approached FireWorks PR to assist with planning and management of the 2019 event. Held at Adelaide Oval on July 22, team FireWorks were an integral part of the planning and event management of the award dinner. FireWorks handled the event logistics from beginning to end and were instrumental in the event organisation and management process. Event logistics, menus, wines, specialised glassware, collateral, deliveries, signage, guest lists and seating arrangements were all part of the client brief. In addition to the Awards Dinner, FireWorks organised and managed an exclusive Pre-Event Tasting hosted by McWilliam’s winemakers and attended by James Halliday. FireWorks collaborated with McWilliam’s, Adelaide Oval, media, sponsors and suppliers to host an evening to remember.


In addition to our event management responsibilities, FireWorks developed the sponsorship packages for MOSA. A number of internal brainstorming sessions allowed us to develop three levels of sponsorship packages with a range of benefits. Each of the three sponsorships contained tickets to the event, a number of pre event and post event experiences, wine, branding and promotional opportunities. A large list of benefits were created to allow McWilliam’s to tailor each individual package to suit its sponsor. This flexibility allowed McWilliam’s to attract a range of sponsors and deliver unique sponsorship packages based on the preferences and needs of each individual company.

Public Relations

McWilliam’s also engaged FireWorks to manage the Public Relations for the event. Two media releases were sent out prior to the event to announce last minute ticket sales and generate publicity. On the day of the event an embargoed media release was sent to wine influencers, wine trade media, business media and key media outlets across Adelaide (where MOSA was held and where Yalumba is based), Sydney (where McWilliam’s Wine Group is based) and Australian wine regions.

Our Success:

With the support of FireWorks PR & Events, McWilliam’s Wine Group hosted one of the most successful Maurice O’Shea Award Dinners since its inception. Team FireWorks flew to Adelaide for the event and were on deck to assist the McWilliam’s team in running a smooth and successful Pre-Event Tasting and Awards Dinner. The event ran flawlessly from start to finish and the feedback was incredibly positive.

PR Outcomes:

The Advertiser – 23 July 2019

Wine Business Magazine – August Edition

National Liquor News – August Edition

Robert Hill Smith on SA Country Hour – 23 July 2019

Daily Mail UK - 22 July 2019

7 News Business - 22 July 2019

Canberra Times - 22 July 2019

Yahoo Mail AU & NZ - 22 July 2019

80 + regional and rural Fairfax news outlets across Australia - 22 July 2019

The Bull - 22 July 2019

Drinks Central - 22 July 2019

Wine Industry Advisor - 22 July 2019

Wine Titles - 22 July 2019

Wine Business Magazine - 22 July 2019

The Shout - 24 July 2019

Riedel - 1 August 2019

"Kathy and Caz, from Fireworks PR, were brilliant in bringing together what is arguably the best Maurice O’Shea Award Celebration since its inception in 1990. From working closely on curating the menu and matching wines, to the event theming, timing and entertainment, they were consummate professionals, and great fun to work with." - Jim Chatto, Group Winemaker at McWilliam's Wine Group

"It was a pleasure to work with Kathy, Caz, Marnie and the extended PR team who worked tirelessly behind the scenes at the 2019 Maurice O'Shea Award. We thank you for outstanding efforts and for what looked like an superb night enjoyed by all who attended!" Anastasia Mallas, EA to CEO at McWilliam's Wine Group 

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