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Jacob's Creek will be the UK's first wine brand to encourage its customers to drink responsibly, in creative executions for its ongoing sponsorship of Friends on Channel 4. The Australian brand, which is marketed by Pernod Ricard in the UK, will finish each credit with the tagline 'Enjoy wine in moderation', reflecting the company's commitment to The Portman Group's Code of Conduct. Three executions, by Clemenger in Adelaide, Australia, will air throughout the repeat of series eight, which runs from this month until December. A study by independent research agency SPA revealed that more than one-third of viewers said they were more likely to consider buying Jacob's Creek than before the sponsorship, which forms part of the brand's £4m investment this year. Media buying is by Media Planning Group.