By Amy Looker, editor National Liquor News
Jacob's Creek launched a fresh marketing campaign focused on the provenance of its wines with a large-scale event in Sydney that saw 520 consumers come together for Australia's Longest Reserve Table lunch.
The Reserve Table campaign is headed up by Jacob's Creek Reserve ambassador and celebrity chef Pete Evans and includes branded TV-integration with Channel 7, online and in-store advertising, as well as Australia's Longest Reserve Table lunch, which took place at the Sydney Maritime Museum on Saturday.
Sourced from some of Australia's most prominent wine regions – Adelaide Hills, Barossa Valley and Coonawarra – the Jacob's Creek Reserve range of wines have seen significant growth in the past two years since regionally appellating.
"Jacob's Creek Reserve continues to see growth through focusing on the provenance of these wines and making their story more accessible to those who appreciate wine," said Louis Cheng, marketing manager for Jacob's Creek Reserve.
Extensive in-store point of sale has been developed to support the campaign, with Pete Evans providing information on the flavour profiles of each provenance and how Jacob's Creek Reserve wines encapsulate the best regional characteristics of the Barossa Valley, Adelaide Hills and Coonawarra.
Jacob's Creek Reserve also partnered with Channel 7 to share the brand's story of provenance, featuring Pete Evans, Jacob's Creek winemakers and grape growers in South Australia.
The program, 'Reserved for Friends' aired on 7Two on Friday 19 July.
Jacob's Creek Reserve wines are available at all major liquor retailers with an RRP of $17.99.
I went to the Pyrmont, Sydney promotion and won an awesome Jacobs Creek prize. Just gotta tell ya! I sold this product 30 years ago when I worked in a Hotel with Russell Crowe’s mum, dad and brother in NZ.
Jacobs Creek has withstood the test of time and just like Rusty, gets better with age! Cheers!