Higher prices to win drinkers – priceless

How much would you pay for Jacob’s Creek and would you confidently turn up to a dinner party with a bottle of it under your arm? According to global wine and spirits maker Pernod Ricard, which owns the brand as well as a string of top-selling spirits such as Chivas and Absolut, the answers are up to $20 a bottle and a resounding ‘yes’ as the wine shakes loose its reputation as a cheap and cheerful label as it sets out to become an international premium wine, writes Eli Greenblat in Sydney Morning Herald.