News Briefs for November 24, 2014November 24, 2014
•China’s modern fine-wine culture is barely a decade old and the career path of becoming a sommelier in the People’s Republic is even younger. But with Hong Kong’s emergence as a busy wine hub since 2008, consumption levels in mainland China growing fast, and even an emerging homegrown wine industry, China could be the next frontier for wine professionals. Wine Spectator takes a look at the state of the burgeoning sommelier culture in this burgeoning wine market.
•Pernod Ricard is supporting its Australian wine brand Jacob’s Creek with a new global campaign. Created in partnership with Havas Worldwide Australia, the brand’s “Made By” campaign includes a series of television spots showcasing the winemakers and growers who help craft Jacob’s Creek. The initiative, which also runs across in-store, digital and PR platforms, will rollout worldwide throughout 2014-2015. Additionally, as an extension to the campaign, Jacob’s Creek is set to unveil a new partnership with a global tennis champion, to be announced ahead of the Australian Open. According to Pernod Ricard, the “Made By” campaign marks the first major push for Jacob’s Creek following the brand’s repositioning earlier this year. Jacob’s Creek was down an estimated 2.5% to roughly 790,000 cases in the U.S. last year, according to Impact Databank.
•Anheuser-Busch InBev has detailed plans to reposition its struggling Budweiser brand in the U.S., reports the Wall Street Journal. The brand, which has lost significant on-premise share to craft and light brews of late, will shift focus from its current broad, all-ages approach to one targeting the growing 21- to 27-year-old demographic. Upcoming initiatives include new sponsorships with food festivals, and Budweiser also plans to add stops at several college towns to its two-day Made In America music festival, founded in partnership with Jay-Z. The changes come as Budweiser’s U.S. volumes fall precipitously, down from 50 million barrels in 1988 to just 16 million barrels in 2013.
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