Light and fresh styles on Pernod's radar

Published: 28 March, 2012

Pernod Ricard is turning its attention to "premium light and fresh wines" on the back of recent sales figures that show the £6.50-£8.50 price bracket is the fastest-growing segment by value in the UK.

The drinks giant believes this summer is set to be "an unprecedented season for sport and celebration" with the Queen's Jubilee, The Olympics and the Euro Championships "serving as a huge opportunity for on and off-trade retailers".

The launch of its new range from Jacob's Creek - Cool Harvest - will be supported by the brand's partnership with Hollywood actress, Naomi Watts, who will be hosting an evening picnic for competition winners from across multiple media channels including Facebook. The range will also be the Official Wine of Wimbledon this year.

In August Cool Harvest will be extended with a sparkling option; Jacob's Creek Cool Harvest Sauvignon Blanc Cuvee (rrp £10.49). Pernod will also be making a range of still wine cocktails available to the on-trade this summer.

Each cocktail has been developed to specifically bring out the varietal character of the still wine and includes; Grass Court Cooler made with Sauvignon Blanc and Match Point Mimosa which uses Shiraz rosé as a base. The initiative will be supported in the on-trade with branded pitchers, Wimbledon stirrers, bar runners and t-shirts.

Lucy Bearman, head of marketing for wine, said: "The serves are a great way to celebrate summer and satisfy consumer demand for light and fresh drinks styles. Not only that, but they provide the on-trade with a differentiated way to drive incremental and profitable wine volumes."

In a bid to keep up with industry demand for on-trade exclusive wines, Jacob's Creek is also rolling out a branded range this month called Jacob's Creek Winemaker's Collection to satisfy consumer desire for trusted branded offerings in bars and restaurants.

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