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UK: Pernod Ricard replaces Diageo in Wimbledon wine deal

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Diageo and Pernod Ricard have swapped places at Wimbledon, with Pernod's Jacob's Creek wine brand replacing Diageo's Blossom Hill as the official wine of the tennis tournament.

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Pernod's global wine brand owner, Premium Wine Brands, confirmed today (12 October) that it has signed a five year agreement with The All England Lawn Tennis Club (AELTC) for the Australian wine brand to become the Official Wine of Wimbledon. Financial details behind the agreement were not disclosed.

Blossom Hill saw its four-year deal with the AELTC finish this year. When contacted by just-drinks, a spokesperson for Blossom Hill said that Diageo is “looking to evolve summer activities beyond Wimbledon fortnight from next year.

“The new communication platform will take Blossom Hill in a new direction to extend presence and exposure to consumers across the summer months,” the spokesperson said, adding that an announcement can be expected towards the end of this year.

Meanwhile, starting next year, Jacob’s Creek will be the exclusive pouring wine at Wimbledon. The official supplier status will be supported by activation based on the brands recent ‘True Character’ platform in key markets across the world including Australia, the US, New Zealand as well as in the UK.

“Wimbledon … offers great exposure in all of our key markets,” said Jo Adamo, global marketing director for Jacob’s Creek. “We are excited and pleased to be the Official Wine of Wimbledon, which will especially focus on our Reserve portfolio.”

The Jacob’s Creek Regional Reserve wines will be available in the UK from later this month.


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