Jacob’s Creek has secured a deal with Asda to match its wines with chilled meals.
The “Perfect Match” programme is aimed at busy people who do not know a lot about wine and want a quick solution to finding the right varietal for their meal.
It recommends a selection of Jacob’s Creek wines to complement seven Meals Made Easy lines, through labels on pack and photographic shelf barkers in the wine aisles. The initiative, which is being rolled out nationally and will be available until August, claims to provide classy summer eating
solutions. Options include a dry Riesling with Chicken Coriander and Lime and a Shiraz Cabernet with Chicken Red Wine and Mushroom.
Chris Seale, head of marketing for wine at brand owner Pernod Ricard UK, said it would “take the hassle” out of choosing a wine at the end of a busy day.
“This is the ideal initiative to engage customers at point of purchase, help guide them with their wine choice and encourage them to experiment.”