Pernod Ricard pushes Jacobs Creek tie-up with Wimbledon

Pernod Ricard pushes Jacob's Creek tie-up with Wimbledon

Pernod Ricard is looking to capitalise on Jacob's Creek's position as the official wine brand of the Wimbledon tennis tournament in the UK.

Pernod is placing neck collars on around 2m bottles of Jacob's Creek, some of which offer consumers the chance to win Centre Court tickets at Wimbledon, which begins on 20 June. Also on offer is dinner with retired players Goran Ivanisevic and Tim Henman, Pernod said this week.

Last October, the French drinks group signed a five-year deal with the All England Lawn Tennis Club to make Jacob's Creek the official wine of Wimbledon. Previously, the contract had been held by Diageo's Blossom Hill.

As part of activity for this year's tournament, Pernod said that it will also be holding unspecified events in "selected supermarket carparks". It has also paid for outdoor advertising, as well as point-of-sale kits containing bunting and posters for the UK on-trade.

Amid a difficult period for the UK wine market in general, and Australian wine in particular, Pernod Ricard is keen to publicise its new Jacob's Creek Regional Reserve range.