From early 2008 winemaker McGuigan Simeon (MGW) may be known as Australian Vintage (AVG) if shareholders approve a name change on January 30.
McGuigan said the name change would help the company to unify its brand as well as diversify the label.
"Nowadays, very few companies have the same corporate name as their retail brands to allow them to better protect and build a range of brands," said McGuigan CEO Dane Hudson.
"The name change will help us to pursue our strategies to strengthen and grow a range of brands for the company."
Chairman of McGuigan David Clarke said the McGuigan family supports the name change and the company's board recommends that shareholders vote in favour of the decision.
"As Australian Vintage Limited, we will have the chance to unite the business as one company as opposed to the multiple merged entities that we now have as a result of our growth over the past 15 years," Mr Clarke said.
The Australian winemaker has seen some tough times recently, reporting a net loss of $5.9 million in the 2006/07 financial year, and a whopping $11.5 million loss the year previous.
In spite of the continued negative news, McGuigan has remained hopeful, announcing in November that a small profit was expected in the 2007/08 financial year despite the drought and the strong Australian dollar.
At 12:00 PM AEST, McGuigan shares were trading up by 0.25% or 0.5 cents at $1.985.
