- Category – Wine, Australia, 14% abv
- Available – From this month
- Location – The UK, available exclusively from Amazon
- Price – SRP of GBP9 (US$12.50) per 75cl bottle
Pernod Ricard has released a new Australian wine brand that targets the increasing number of UK dog owners over lockdown.
Leaps & Bounds is designed to appeal to the 80% of wine consumers that “love dogs”, Pernod said today, citing a Toluna Quantitive Research study carried out last month. Leaps & Bounds will go on sale in the UK, initially with a Shiraz and a Chardonnay.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Each varietal features a real dog from history and includes their story on-pack. The Shiraz highlights a dog called Bob, who travelled thousands of miles as a companion to train drivers and engineers, whilst the Chardonnay champions Pickles, the collie known for finding the stolen 1966 World Cup trophy.
“The relationship we have with dogs is unique, and the UK has seen a huge increase in dog owners over lockdown,” said Pernod Ricard UK’s wine portfolio director, Lucy Bearman. “Leaps & Bounds is perfectly positioned to capitalise on their popularity,”
Australian wine is facing pressure on exports after China last year imposed tariffs on bottled wine from the country. Australian exports to the country have subsquently fallen to near zero.
What will Concha y Toro’s priorities be for the years ahead? – Click here for a Just Drinks analysis
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData
