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August 16, 2021

Pernod Ricard’s Leaps & Bounds Australian wine – Product Launch

The 14%-abv wine has been created to appeal to dog owners, which have increased in number during lockdowns.

By Andy Morton

  • 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.

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.

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