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.”?