Free Subscription

  • Access daily briefings and unlimited news articles

Premium

Only $34.95 per year
  • Quarterly magazine and digital
  • Indepth executive interviews
  • Unlimited news and insights
  • Expert opinion and analysis

Jacob’s Creek launches cricket campaign to convert beer drinkers to wine

(Source: Supplied)

Australian wine brand Jacob’s Creek has launched a new campaign dubbed ‘Calls Stumps on Beer’ in a move to encourage traditional beer drinkers to ‘graduate’ to wine.

The campaign is fronted by Australian cricketer Brett Lee, pictured above, who was recently appointed brand ambassador for Jacob’s Creek wines. He expressed that his love for wine comes from the time when he went wine tasting in the Barossa Valley following a win in an Adelaide test match.

“While I support having a cold beer whilst watching cricket, when you’re ready to switch, nothing beats a beautiful glass of Australian wine. Jacob’s Creek has something for every taste,” he said.

Eric Thomson, Pernod Ricard Winemakers global marketing director, said that as the cricket season gets into full swing, the campaign creates a chance to encourage Aussies to switch to trying Jacob’s Creek wines whilst watching a great Australian sport.

“The campaign comes off the back of Jacob’s Creek becoming Official Wine Partner for the International Cricket Council (ICC) until the end of 2023, with the next major tournament, the ICC Women’s Cricket World Cup 2022, taking place in New Zealand this March,” he said.

You have 3 free articles.