UK: Pernod Ricard gives summer push to Malibu, Jacob's Creek
By James Wilmore | 4 June 2013
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Pernod will revisit its Malibutique concept |
Pernod Ricard has unveiled details of multi-media summer campaigns to promote its Malibu and Jacob's Creek brands in the UK.
Among the activities for Malibu, Pernod will re-launch its pop-up boutique and cocktail bar concept, Malibutique, in London, Liverpool, Birmingham and Manchester, the group said today (4 June). The company has also agreed a deal with Look Magazine to include an exclusive Malibu mini magazine.
For Jacob's Creek, the brand will be the "official" wine of Wimbledon for the third consecutive year. Activity around the tournament will include "investment across the on- and off-trade, as well as above-the-line, PR and digital engagement", Pernod said. Limited edition bottles are also planned.
Pernod says it is targeting "over 42m consumers" with the campaigns.
The company declined to reveal total spend on the initiatives.
Patrick Venning, marketing director for Pernod's UK unit said Malibu and Jacob's Creek will account for the "lion's share" of spend in the coming months due to the brands' "natural affinity with summer".
Expert analysis
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Sectors: Marketing – advertising & promotions, Spirits, Wine
Companies: Pernod, Jacob’s Creek, Ricard
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