Pernod Ricard to launch wine cocktails
Pernod Ricard UK is to launch a range of Jacob’s Creek tennis-themed wine cocktails this summer, its latest bid to expand the wine category amid declining sales.
The company, which claims it is the first “big” drinks manufacturer to produce still wine cocktails, says the range will launch in the on-trade this August.
Each cocktail is based on Jacob’s Creek Classic wines and includes; Grass Court Cooler made with Sauvignon Blanc and Match Point Mimosa which uses Shiraz.
Marketing activity includes sponsorship of this year’s Wimbledon tennis tournament and a promotional campaign featuring former tennis player, Andre Agassi.
It will be backed by promotions in pubs and clubs with branded t-shirts, bar runners, Wimbledon stirrers and pitchers.
The move is part of wider strategy from Pernod Ricard UK to expand its wine brands into new markets as it looks to arrest declining sales across the category.
Volume sales of wine in the off-trade were down 2% for the year to 4 February, according to the Wine and Spirits Trade Association (WSTA) Market Report.
Last month it launched a range of “premium light and fresh wines” called Jacob’s Creek Cool Harvest, after identifying that consumers wanted a lighter tasting drink. The drink has a slightly lower alcohol level than its other premium wine ranges.