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Jacob’s Creek targets UK with new range
Australian mega-brand Jacob’s Creek is broadening its portfolio with a tri-varietal range called Three Vines. “This is the first time we’ve launched a range of wine that hasn’t been tested in Australia,” said Phil Laffer, Jacob’s Creek chief winemaker.
The three new wines have been developed specifically for the UK market, to appeal to consumers who want to experiment with different grape varieties, without losing the reassurance of a brand.
The wines are deliberately lower in alcohol to appeal to changing consumer tastes. Each wine combines classic Australian blends with a Mediterranean varietal: Semillon Sauvignon Blanc Viognier, Shiraz Grenache Sangiovese (rosé) and Shiraz Cabernet Tempranillo. “This is an attempt to ameliorate the very fruity flavours that Australia has been renowned for with more savoury European flavours,” explained Laffer. Pernod Ricard plans to position Three Vines at £6.99, between the core Jacob’s Creek range (£5.49 to £5.99) and the Reserve wines (£7.99). Three Vines currently has no listings, but according to Patrick Venning, head of marketing for Pernod Ricard, the range will be targeted at both the on- and off-trade and is likely to be discounted to £4.99 in the off-trade. The first 2006 vintage will be shipped from Australia at the end of March.
© db 31 January 2007