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Pernod Ricard launches Jacob's Creek Sun Craft range targeting millennials

Published:  17 February, 2016

Pernod Ricard announced that it is planning on launching a new Jacob's Creak wine range called Sun Craft the will be targeting millennials and is expected to launch in March or April in the UK.

Denis O'Flynn the managing director of Pernod Ricard said: "Sun Craft we are planning on launching in the next couple of months and it is around an insight that we had around millennials. Maybe some of the stuff around wine is getting to stuffy.  It is around more simple messaging."

"It's with thanks to our thorough research that we have an informed new strategy," said Toni Ingram, head of marketing wine & champagne at Pernod Ricard UK.

She continued: "We discovered that the millennial group of shoppers, who are typically aged between 18 up to 34, were unimpressed with the complexity and often confusing nature of the wine fixture."

There will be five expression within the range: two reds, two whites and a rosé, but the labels will not make reference to any grape variety and instead will reference style. The wines are labelled as: Crisp White, Fruity White, Soft Rosé, Bold Red and Smooth Red.

The wines are "designed around simplifying the message, making it easy to remember and easy to recall," said O'Flynn.

Wine can be an intimidating and some what confusing category to get into and the wine range is meant to help make the first step into the category easy. "It will be an entry level wine and presumably people will then trade into the category and up into the reserve range. It is meant to make that journey and discovery easier for our millennial consumer," explained O'Flynn.

The RRP will £6 and with a promoted price £5 and it is targeting UK grocers.