Jacob’s Creek listed in top 10 strongest Australian brands

Pernod Ricard-owned Jacob’s Creek has been named in Brand Finance’s Australia 100 report, ranking eighth in a list of the country’s strongest brands.

Valuation and strategy consultancy Brand Finance ranked the businesses according to brand strength, which it calculated through assessing marketing investment, stakeholder equity and business performance. Jacob Creek’s ranking this year means that it has climbed 20 places from 2018’s report.

According to the report, its brand value increase of 45.8% placed it tenth in the highest value increases of the year.

Managing director at Brand Finance Australia, Mark Crowe, commented: “First and foremost Jacob’s Creek has enjoyed a very strong year from a brand perspective given its significant increase in both brand strength and brand value.

“The result is even more impressive considering the size and level of marketing investment of the other brands that make up the top 10 rankings for brand strength. The importance of Jacob’s Creek brand to the business is evident in the high brand value to enterprise value ratio of 30 percent.”

Jacob’s Creek was the only drinks brand to be included in the list, which also featured companies such as Qantas, Harvey Norman, Virgin Australia, Optus, Telstra, Westfield, Commonwealth Bank, Nab and Coles.

Derek Oliver, marketing director at Jacob’s Creek, added: “For over 40 years, we’ve proven ourselves trustworthy on reliably delivering excellent quality wines, vintage after vintage, and this philosophy continues even as we introduce new ranges and ground-breaking innovations.

“Jacob’s Creek is a proud Australian brand, not only the number one bottled wine brand in Australia (both volume and value) [based on IRI Scan data MAT 13/01/19], but also proud to share quality Australian wine with consumers all over the world. Jacob’s Creek’s position as one of Australia’s top ten strongest brands of 2019 across all sectors is significant recognition of the rich history and heritage of the brand.”

In Pernod Ricard’s H1 2019 results, published today, it reported that it sales of its strategic wine brands were down by 8% which it attributed to “implementation of value strategy”, compared to the 23% increase achieved in H1 FY18.