Jacob’s Creek steps up campaign to gauge public’s preferred taste

02 April, 2010

Jacob’s Creek is challenging consumers’ ideas of taste in the next stage of its True Character campaign, which it predicts will reach more than 10 million shoppers.

The taste programme includes the launch of an online navigational tool, Wine Wizard, to help consumers select wine to suit their individual tastes. This is supported by neck collars, shelf barkers and car park posters. The programme is underpinned by the tagline Because it’s Your Taste that Matters.

To coincide with the campaign, Jacob’s Creek is running a consumer promotion with London restaurant Dans Le Noir, where diners eat and drink in darkness.

Diners will be able to take the Jacob’s Creek Taste Experience, allowing them to abandon all their preconceptions and re-evaluate the wine. The promotion runs for three months from April 1.

Mathew Bird, head of marketing for Jacob’s Creek, acknowledged the praise the wine had received from wine critics and “influential awards” it had won, but said: “While these endorsements will always be important to the brand, we also believe that when it comes to evaluating wine, consumers’ views are equally important.”?




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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