Using Jacob’s Creek as an example, Laffer said he was constantly seeking to develop and progress the image of the brand. Laffer’s comments come as Australian wine is experiencing a slowdown in sales growth in the UK with a 6% increase for 2004 compared with 9% in 2003 [ACNielsen MAT w/e December 25, 2004]. Equally, the UK is starting to see a rise in French promotional activity.
Jacob’s Creek’s owner, Pernod Ricard, is looking at the next marketing phase for the brand after its long affiliation with the
TV show Friends. “We are looking for something that says a little more about the brand,” said Patrick Venning, head of marketing for wine at Pernod.
Pernod recently launched its Jacob’s Creek Sparkling Rosé into the UK (rsp: £7.99).
It is also about to launch its Heritage wine range globally. Steingarter Riesling (rsp: £14.99) and Shiraz Centenary Hill (£24.99) are priced at the premium end,which Pernod said would increase the range of price points in the Jacob’s Creek portfolio.