Wine label, Jacob's Creek, is continuing with its efforts to upgrade to a premium-status wine, despite suffering a slide in sales in Britain.
Owned by the world's second largest alcohol company, Pernod Ricard, Jacob's Creek has suffered the loss of one million cases in sales in Britain, thanks to price hikes, reports SMH.
Despite this, the brand will be introducing new blends, engaging in strong advertising and has increased the prices of its entry-level wines by $1 a bottle in order to raise its profile in Australia.
Pernod chief executive Pierre Pringuet said Jacob's Creek sales in Australia have been stable despite the price rises, with the Reserve range in particular growing strongly.
"There had also been a 10 percent increase in its contribution to [Pernod's] profit, and is really a reflection that our value strategy is working," he said.
According to SMH, Jacob's Creek was once again named Australia's biggest-selling brand late last year, after three years of being trumped by cheaper and private-label options.