The concept has launched in Auckland

The concept has launched in Auckland

Pernod Ricard is giving consumers the chance to blend their own Jacob's Creek wine at a pop-up site in New Zealand.

The Blend Bar, in Auckland, opened at the end of last month and offers a “new wine-making experience”, Pernod said earlier today (4 February). An on-site wine maker helps consumers add different amounts of base wines to create a signature blend.

The process takes about 15 minutes and the blend is bottled on the spot, complete with personalised label.

Derek Oliver, global marketing director for Jacob’s Creek, said: “People can learn more about what they like in a wine and create a top drop perfectly suited to their taste, all in a social, pop-up wine bar environment.”

Pernod plans to identify the most popular white and red blends, with the top two being produced as a New Zealand-specific product available to buy through national retailers.

The Blend Bar activation will roll out in other markets throughout the year, Pernod said.

Last month, Pernod updated the logo for its Jacob's Creek wine brand.