Wimbledon countdown begins and drinks giants aim to cash in

20 May, 2014

Pernod Ricard, AB-Inbev and Champagne Lanson have all announced plans to cash in on the Wimbledon tennis tournament, which starts next month.

Lanson, the official Champagne supplier to the world-famous championship, has released limited-edition bottles wrapped in neoprene jackets.

This gives the appearance of a tennis ball and also keeps the wine chilled.

Pernod Ricard is launching all-white limited-edition bottles of Jacob’s Creek classic Chardonnay and Shiraz, which mirror the uniforms of the players and staff, to celebrate the Australian brand’s fouth year as official wine sponsor.

Stella Artois is the official beer and cider partner and has on-pack offers giving consumers the chance to win a VIP experience at a Centre Court match including 5 star hotel accommodation in London, plus a chance to win a special Wimbledon Stella Artois chalice.

Pernod Ricard is also giving away tickets via a neck-collar promotion on 1.4 million bottles of Classics and Cool Harvest ranges.

The marketing teams will be hoping Andy Murray repeats last year’s heroics by seizing the most prestigious tournament in the tennis calendar so the drinks keep flowing across the UK.

Lucy Bearman, head of marketing for Jacob’s Creek, said: “Our limited-edition bottles will provide additional on-shelf stand-out, while the neck-collar promotion offers consumers the chance to attend this iconic sporting event.

“Coupled with the news that summer 2014 may be the hottest on record, this is a key time for and both the on and off-trade to capitalise on consumers planning and attending Wimbledon-focused parties.”

The limited-edition bottles of Jacob’s Creek will be available from June with an rrp of £8.09.

The Lanson limited-editions are already available and priced at £33.99 for the Lanson Brut NV Black Label and £38.99 for the Lanson Rose NV Label.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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