AUSTRALIA. Jacob’s Creek recently celebrated its association with the Australian Open tennis tournament in both Melbourne and Sydney international airports through a variety of in-store activations.
Throughout January and February 2011, sales increased +36% in value compared to the same period last year and +4% in volume. This was driven by strong growth in the Jacob’s Creek Heritage Wines collection (+51% value and 29% volume compared to the same period last year).
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Jacob’s Creek in-store activity in Melbourne and Sydney airports drove sales +36% in January and February | |
Jacob’s Creek leveraged the sponsorship of the tennis tournament to raise consumer awareness in travel retail through:
• In-store tastings of Jacob’s Creek St Hugo, Jacob’s Creek Johann and Jacob’s Creek 35th Anniversary Wine (a limited edition exclusive to travel retail).
• Price promotions of two bottles of Jacob’s Creek St Hugo for AUD$59 or two bottles of Jacob’s Creek Johann for AUD$109 offered by The Nuance Group.
• A gwp of a wine bag for customers who purchased Jacob’s Creek Reserve Range six pack (AUD$79) – said to be a popular promotion both in departures and arrivals.
Pernod Ricard Pacific Travel Retail General Manager Sales and Marketing Peter Ham said: “The Jacob’s Creek sponsorship of the Australian Open is an excellent opportunity to create excitement in the wine category within Australian international airports and complement the domestic activities during this key holiday period.
“Operators are continually looking for engaging and relevant promotions that drive footfall into their stores and premium wine is providing retailers with an emerging opportunity to convert consumers who may have otherwise bypassed the liquor category all together.”
