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Australia: A 10m case a year forecast for Jacobs Creek

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Australia's Jacobs Creek wines could be a 10m case a year brand by 2005, according to Christian Porta, managing director of its producer, Orlando Wyndam, part of the French Pernod Ricard Group.

Speaking to Australian journalists Porta said he based the prediction on his reading of sales trends, especially in the UK. He said 5.5m cases have been sold in 53 markets in 2001.

Export success has been accompanied by a surge in domestic demand the result diversifying the range and high profile sponsorships. This is the 25th anniversary of the brand, which has been synonymous with Orlando through successive ownerships of the company culminating in the 1994 purchase by Pernod Ricard.

Porta attributes buoyant sales and prospects to value and "over-delivery" on quality. "Ninety per cent of the wine consumers in the world are not knowledgeable about wine and so they are looking for a wine brand they can trust.

"If we can establish a bond of trust between the brand, the consumer and the bottle of wine then we will stand out in a market already crowded with so many brands and labels. We have to be very careful here because Australian wine is not cheap on the world market. Australian wine carries the second highest average price on the world market, behind New Zealand wine.

"If we don't make this wine look very attractive to the consumer they have plenty of cheaper options," he said.

Porta is untroubled and says he will be unaffected by predictions of an imminent Australian grape surplus. The extra volume will come from young vines. Such immature fruit will not be included in the Jacob's Creek formula or recipe and the young vines will soon produce the quality fruit that Orlando will want, he says.


Companies: Pernod Ricard

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