Jacob's Creek unveils Australian Rosé with a French twist
Jacob’s Creek is launching a new French-inspired premium Rosé, to tap into growth of this style in the UK.
Le Petit Rosé, which will be priced around £8, is made from Australian-grown grapes by winemakers in Australia. The wine, which is described as being fresh and delicate, has been created to reflect the savoury style of Rosé that is common in the Southern French countryside, while also offering the fruit character that Jacob’s Creek is known for. According to Nielsen data, Provencal Rosé is growing at 30.5% in the UK off-trade market (MAT to 17 June 2017).
Vicky Hoey, head of marketing at Pernod Ricard UK, said: “We are thrilled to announce the UK launch of Le Petit Rosé, especially following its huge success in Australia as an award-winning wine and the number one performer in its category only eight months after launch.
“Jacob’s Creek is continually exploring product innovation and this latest launch captures the elegance and complexity of premium French Rosé, with the intensity of Australian grown fruit.
“We are seeing a growing trend for lighter style Rosé, which is proving to be a key emerging wine choice for shoppers, including younger consumers who are eager to try new styles and wish to enhance their sophistication among friends. This has influenced the distinctly light texture of Le Petit Rosé, a dry, crisp and refreshing wine, exhibiting cranberry and cherry fruit aromas balanced with subtle rose petal and spice flavours.”
The launch will be supported by digital and social media activity, with a second burst scheduled for next Spring in advance of the key summer months.