Jacob’s Creek has been named as the new official wine of Wimbledon. The Pernod Ricard brand takes over from Blossom Hill, owned by Diageo.
Pernod called the move a “coup” for the brand, which will sponsor the tennis event for the next five years. The tie-up will focus on its premium Reserves portfolio.
Blossom Hill recently said it was ending its four-year stint as the tournament’s wine partner to develop a “summer-long” initiative.
“Wimbledon is an international icon and offers great exposure in all of our key markets,” said Jacob’s Creek global marketing director Jo Adamo. “It captures the imagination of millions and provides a wonderful opportunity to align Jacob’s Creek with the hearts and minds of spectators around the world.”
The deal comes after Pernod Ricard earlier this year announced the creation of Premium Wine Brands, a new business encompassing its key international wines. It is responsible for the global strategies of brands including Brancott Estate and Campo Viejo, as well as technical aspects of production, viticulture and supply.
Pernod Ricard turns up marketing spend (4 September 2010)
First Cape sails ahead as Jacob’s Creek flounders (28 August 2010)
Pernod Ricard restructures wine brands for global push (26 July 2010)
Hickin replaces Laffer as Jacob’s Creek chief (29 May 2010)