Jacob’s Creek has enhanced its participation with Grand Slam tennis by replacing Diageo’s Blossom Hill brand as the exclusive sponsor wine at Wimbledon, replicating its presence at The Australian Open. This move clearly shows a change of intent by Pernod Ricard towards the participation of its key Australian wine brand in the troubled UK market and is light years from its previous unofficial stance of wanting to ‘depart the market with dignity’. This is certainly good news for Australian wine, with which Jacob’s Creek has largely become synonymous after two decades and more of hard, but recently unrewarded work in the UK. This commitment to Wimbledon extends for five years gives Australian wine a solid platform from which to rebuild its name and presence in the UK. Tellingly, and encouragingly, the main focus for Jacob’s Creek will be on its Reserve portfolio.
