The Pernod Ricard-owned company has redesigned its packaging and created the strapline 'Say when', which it claims is more contemporary and appealing to consumers, as part of the repositioning.
Chris Seale, head of marketing for Pernod Ricard's wines brands, said the repositioning stems from concerns that the old strapline, 'Australia's top drop' was becoming tired.
Research indicated that consumers were more concerned with relevance and not with the brand's Australian heritage.
The tagline will be central to the brand's marketing activity. Its renewed sponsorship of the ninth series of Friends on Channel 4 will act as a launch vehicle for 'Say when'. Jacob's Creek took over from Nescafe's sponsorship of the programme in July last year (Marketing, June 29, 2002).
As part of the revamp, Jacob's Creek has repackaged its entire range, with new textured labels, individually coloured seals on the blended wines and black seals on straight varieties. The Dry Riesling will be available in an antique-style bottle. The company has also expanded its ten-strong range to include a new Shiraz.
The brand is also official wine supplier to the Wimbledon tennis tournament.
Press and poster advertising will support sponsorship activity, as will a sampling campaign targeting one million consumers.
Jacob's Creek's sales have grown at more than 24 % over the past five years, during which time Australia has become the largest exporter of wine outside the European Union.
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