Pernod Ricard Travel Retail has seen sales of Jacob’s Creek increase by 36 per cent in value from last year following its sponsorship of the Australian Open tennis tournament in January and February of this year, the company has announced.
Throughout January and February 2011, Jacob’s Creek celebrated its association with the Australian Open tennis tournament in both Melbourne and Sydney international airports, achieving increased sales of 36 per cent in value vs. the same period last year and 4 per cent in volume. This was driven by strong growth in the Jacob's Creek Heritage Wines collection (+51 per cent value and 29 per cent volume vs. the same period last year).
Peter Ham, General Manager, Sales and Marketing, Pernod Ricard Pacific Travel Retail, says, “The Jacob's Creek sponsorship of the Australian Open proved 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.”