Jacob's Creek invests in brand with digital summer gifting campaign and International Cricket Council partnership

Jacob’s Creek, the UK’s best-known wine^[1], has kicked off a strong investment plan to support the brand’s value strategy and long-term development in the UK market. The investment comes as the Jacob’s Creek Double Barrel range is growing +72.3%^[2], well ahead of the super-premium category which is growing +40.3%^[3]. Australian wine also remains the leading Country of Origin and holds a 20.5%^[4] market value share.

The Double Barrel activity will focus on a digital ad campaign for the award-winning range running until the end of July. Additionally, a gifting campaign will run across Father’s Day and into the summer months with a focus on Instagram, Tabmo and programmatic display.  Supporting new listings of the range secured in Asda, Tesco, Morrison’s and Sainsbury’s, the campaign also includes two limited-edition gift boxes available exclusively in Sainsbury’s across both its Shiraz and Chardonnay varietals. The Double Barrel range is crafted from superior quality grapes first matured in traditional wine barrels, then finished in aged whisky barrels for a richer, deeper, and smoother taste making the product a unique gift.

The brand has also been announced as the official wine partner for the inaugural ICC World Test Championship Final 2021 taking place in Southampton, 18th - 22nd June. As the official wine partner for the hugely anticipated ICC World Test Championship Final between India and New Zealand, Jacob’s Creek will have exclusive pouring rights for the event, branding at in-stadia bars, stadium and digital broadcast advertising. The event will kick-start a long-term strategic partnership for Jacob’s Creek with the ICC for the next three years.  

Lucy Bearman, Wine Portfolio Director for Pernod Ricard UK, comments: “We’re committed to investing in the brand to support Jacob’s Creek reclaim the number one spot in the premium Australian wine category. We have a long-standing connection to the world of sport and as a wine brand that is all about connecting people, Jacob’s Creek is proud to partner with the ICC to bring people together in a celebration of cricket. UK wine consumers have also embraced the unique proposition of our Double Barrel range and we’re confident that our new digital and gifting campaign will create further engagement with the brand, and attract incremental shoppers to the category who are looking for a quality assurance that only Australia’s best-selling and UK’s most well-known wine brand can provide.”

The Double Barrel range launched in 2014 with a Shiraz finished in aged Scotch whisky barrels, and was joined last year by a Chardonnay crafted in aged Scotch whisky barrels, the first of its kind in the world. A Cabernet Sauvignon finished in aged Irish Whiskey barrels is the latest addition to the range, which launched in April. The range has an RRP of £12 and the gift boxes are available at the same price-point.

^{[1] Wine Intelligence | Vinitrac UK, October 2020
[2] AC Nielsen | Total Off-Trade | MAT value sales to 27.03.21
[3] AC Nielsen | Total Off-Trade | MAT value sales to 27.03.21
[4] AC Nielsen | Total Off-Trade | MAT value sales to 27.03.21}