This summer marks the second year of Jacob’s Creek’s partnership with the All England Club as the Official Wine of Wimbledon.
To amplify its association, Jacob’s Creek will activate a partnership with tennis legend and former Wimbledon champion, Andre Agassi, to bring the brand’s ‘True Character’ marketing platform to life.
In addition, the brand will launch a raft of on- and off-trade activations to boost the profit potential over the key tournament period, foregrounding Jacob’s Creek’s recently launched Cool Harvest range.
Neck collars are featuring on two million Jacob’s Creek Cool Harvest and Classics bottles offering consumers the chance to win a VIP experience at Wimbledon, including Centre Court tickets.
For a chance to win, consumers need to purchase a bottle of Jacob’s Creek (featuring a neck collar) and follow the instructions to enter online.
Additionally, a QR code on the neck collar links consumers directly to specifically created videos named the Open Film Series (see below for further information).
To celebrate the brand’s status as the Official Wine of Wimbledon, Jacob’s Creek has also released a limited-edition wine bottle and outer case.
Between May and July, selected supermarkets will merchandise promotional bottles front of store, on shippers and in merchandising units in small-format stores.
Posters and bunting in selected small-format stores will further drive awareness and provide in-store visibility
To encourage further consumer interaction with the campaign, retailer magazines and websites will run competitions for consumers to win tickets for the men’s quarter finals on Court Number One and cases of Jacob’s Creek Cool Harvest wine
During Wimbledon, selected wholesalers will host tasting events in-depot to support the launch of the Jacob’s Creek Cool Harvest and Moscato ranges, whilst driving awareness of the Wimbledon sponsorship
Jacob’s Creek is also launching a range of still wine cocktails this summer, coinciding with Wimbledon, to provide on-trade retailers.
The cocktails have been developed to specifically bring out the varietal character of each Jacob’s Creek still wine in the cocktail and provide an opportunity to further drive wine sales for public houses and bars.
The cocktails will be widely available across the on-trade with Greene King, Stonegate Pub Company and Whitbread serving them over the summer.
The activity will be supported with tailored recipes, menus, bar runners and t-shirts, as well as pitchers and pitcher stirrers.
Jacob’s Creek branded glassware and wine coolers will also be available in selected on-trade outlets.