Jacob’s Creek faces a crucial year in the UK as owner Pernod Ricard looks to arrest a sales decline and lift the brand to a more premium platform.

Fresh marketing campaigns, as yet unspecified, and planned product launches with more emphasis on regionality are set to make 2010 a critical year in Pernod Ricard’s strategy to drive value on Jacob’s Creek in the UK.

“We’re looking to create a lot more noise around Jacob’s Creek,” Phil Laffer, Jacob’s Creek head winemaker, told just-drinks during a visit to the UK this month.

Jacob’s Creek exemplifies the story of Australian wine on the UK market as well as any brand.

It helped Australia rise to the top of the UK wine market with via the brand’s lucrative sponsorship deal with UK screenings of ‘Friends’, the highly popular US sitcom.

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