Jacob's Creek signs up tennis star Agassi

05 January, 2012

Jacob’s Creek has signed up tennis star Andre Agassi for a three-year global campaign promoting its wines.

The campaign is part of the brand’s True Character promotion, and will be amplified during the Wimbledon tennis championships, of which Jacob’s Creek is the official wine.

It builds on an existing association with tennis – Jacob’s Creek also sponsors the Australian Open tournament.

In the first year of the campaign a series of short films will be released, featuring Agassi in on and off-the-court stories. There will also be ads, digital and PR activity.

Pernod Ricard UK deputy managing director Simon Thomas said: “Agassi is a true character of tennis, and achieved legendary status at the All England Club with his Wimbledon victory in 1992. “Since his retirement from international tennis, he has proven himself to be an even greater true character, particularly through his philanthropic work. Being able to partner with him to deliver our True Character message is a real coup, particularly given Jacob’s Creek status as the Official Wine of Wimbledon.”




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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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