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Pernod Ricard ups focus on Jacob's Creek & Havana Club for summer

Published:  13 April, 2015

Pernod Ricard is ramping up activity on Jacob's Creek and launching new campaigns for Malibu and Cuban rum brand Havana Club.

It is launching a second burst of its ATL 'Made by Australia' campaign for Jacob's Creek, to tie-in with its fifth year sponsoring Wimbledon, and supported by a new Wimbledon-inspired limited edition bottles and neck-collar promotions.

The investment is the second tranche of a multi-million pound investment in the brand during 2015. Following the company's half yearly results, Denis O'Flynn said the wine performance was "improving" thanks to flagship Spanish brand Campo Viejo, but that Jacob's Creek was undergoing "difficulties". However Chris Ellis, UK commercial director for wines and spirits said Jacob's Creek had enjoyed a strong Xmas with volume growth of 16% (12 weeks to Christmas, according to Nielsen), despite operating in the "tough" Australian category.

"The ATL campaign, which launched in February, roots Jacob's Creek as a brand with heritage, provenance and from proper people and a place," he said. "Being back in growth at Christmas and the renewed investment, so I am very bullish and confident about Jacob's Creek."

"The future of wine sits within branded," he added.

The move is part of the company's plan to boost premium wines and spirits over the summer, which he said offered a significant opportunity.

"I see no reason why we can't drive significant growth in premium areas," Ellis said. "Premium is an area where retailers can make a decent margin, and the company is keen to roll this into summer."

For wine, key footfall drivers for summer 2015 will include white wine, rosé and smaller bottle wine fractionals, he added, with sales last summer sales showing white wine monthly volume sales are 5% higher during July and August than the rest of the year (Nielsen Homescan May-September 2014 Total Impulse Market).

The company is also rolling out point of sale material for Havana Club, which will tap into the popularity of Mojitos. It is launching an online Havana Mojito hub to provide shoppers with recipe inspiration, showcase offers and provide links to retailers, and will have Cuban-inspired pop-up stores at four markets in London over the summer, including Spitalfields, Greenwich, Brixton and the Taste of London, as well as limited edition Havana Club Mojito tins.

It is also supporting Malibu in the on-trade through National Pina Colada Day and through the off-trade with "eye-catching" coconut drinking vessels and 20ml bottles on a clip strip.

"We have a strong brand presence in all the key driver categories for summer and rather than just relying on the strength of the brands, we have worked hard to create engaging marketing and in-store campaigns that will allow retailers to fully maximise the summer opportunity," Ellis said.