Jacob's Creek embarks on bank holiday DM push

August 25, 2004

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Jacob's Creek embarks on bank holiday DM push

LONDON - Jacob's Creek is using direct mail to encourage experienced wine drinkers to try its Reserve collection of premium wines over the August bank holiday.

The mailing, created by integrated marketing agency DSJW, is being delivered to six regions across the UK to promote the range.

The creative carries the line; "Two great wines, two great reasons to enjoy the occasion." Each mailer includes two £1 discount vouchers, targeting drinkers who are willing to pay more than £5 for a bottle of wine.

The Jacob's Creek Reserve range includes a Riesling and a Shiraz, both of which have recently gained listings in Waitrose and Threshers.

The mailing forms part of the company's £4.5m marketing spend for 2004.

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Marketing