Jacob’s Creek invests in Double Barrel range

Australian wine brand Jacob’s Creek has signed a three-year deal with the International Cricket Partnership as it invests in its Jacob’s Creek Double Barrel range in the UK.

The brand was unveiled as the official wine partner for the inaugural ICC World Test Championship Final 2021 which took place in Southampton at the end of June between India and New Zealand. The partnership included exclusive pouring rights, branding at in-stadia bars, stadium and digital broadcast advertising.

It is part of a long term plan to support the brand, which also includes a digital ad campaign for the award-winning range that runs until the end of July. The campaign involved a gifting campaign that launched in time for Father’s Day and will run into the summer focussing on Instagram, Tabmo and programmatic display.

Two limited-edition gift boxes for its Shiraz and Chardonnay skus will be available in Sainsbury’s.

This comes as the brand extends its listing in Sainsbury’s, Asda, Tesco, and Morrison’s.

Lucy Bearman, wine portfolio director for Pernod Ricard UK, said the company was committed to investing in the brand to support Jacob’s Creek ambition to reclaim the number one spot in the premium Australian wine category.

“UK wine consumers have 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,” she said.

The Double Barrel range, which launched in the UK in 2014, is crafted from superior quality grapes that are matured in traditional wine barrels, before being finished in aged whisky barrels for a richer, deeper, and smoother taste.