Jacob’s Creek to launch new range6th December, 2011 by Alan Lodge
Jacob’s Creek is launching a new range of wines to the UK market – Jacob’s Creek Cool Harvest.
The new range from the Australian brand is designed to be crisp, light and delicate in style as a result of harvesting the grapes at night and incorporating fruit sourced from cooler-climate regions.
The range consists of three wines – Sauvignon Blanc, Shiraz rosé and Vermentino – which will be available to both on- and off-trade retailers from February 2012, with an off-trade RRP of £8.49.
The wines are targeted at female drinkers.
To support the launch, Jacob’s Creek has teamed up with Australian actress Naomi Watts, who has starred in films such as 21 Grams, Mulholland Drive, The Painted Veil and most recently J.Edgar.
The partnership with the Academy Award-nominated star will be supported by a range of activities that will be executed digitally, in print and through PR to target “contemporary and discerning females and bring to life the campaign platform of ‘embracing true friendships’”.
Jacob’s Creek chief winemaker Bernard Hickin charged the crafting of the wines to his sparkling and white winemaker, Rebekah Richardson.
“The entire winemaking process for Cool Harvest is focused on maximising freshness, crispness and vibrancy,” said Richardson.
“Harvesting grapes at night is critical because the cooler conditions ensure all the crisp, fresh fruit flavours and the delicate aromas that we see in vineyard are captured in the finished wines.”
The packaging of the new range has been designed to “reflect the contemporary light wine style in the bottle, as well as reflecting the Cool Harvest messaging in a unique and sophisticated way”.
Commenting on the new range, Simon Thomas, deputy managing director for Pernod Ricard UK, said: “Our Cool Harvest range represents an exciting opportunity for the brand as we look to drive the light and fresh market in the UK.
“We are constantly looking to innovate and our partnership with Naomi Watts demonstrates the fresh approach we are bringing to this campaign.
“We feel we have the perfect ambassador for the Cool Harvest range – someone who resonates with our target market and who can genuinely talk to the campaign platform of ‘embracing true friendships’”.