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AUSTRALIA: Jacob's Creek achieves record sales after brand extension

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Sales of Jacob's Creek Australian wine range are predicted to top 5.3m cases this year with new records confidently expected for 2002 in the wake of a major product launch in the UK.

The present level equates to about 1m glasses a day, says the brand's marketing manager Nick Blair. Jacob's Creek, launched in 1976, is part of Orlando Wyndham itself part of the French owned Pernod Ricard group.

This year's record sales come after a marketing success in giving a new quality look and taste to wines identified from their inception as value for money. This has been achieved by adding up-market Reserve and Limited Release labels.

The new wines were introduced to the Australian market last year with two table reds. A Reserve Chardonnay has just been added. In Australia the Reserve wines retail around A$14-15 (US$7-8).

Quantities have also been sent to the UK, the US and New Zealand while the Limited Release wines are being sold in Asian duty free shops. Nick Blair said UK wine writers had been enthusiastic about the new product and this would be followed by a major marketing push in 2000. More than 80% of Jacob's Creek output is sold to 53 overseas markets.


Companies: Pernod Ricard

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