Pernod Ricard targets British millennials with ‘unfussy’ Jacob’s Creek wines

The French drinks giant behind Jacob’s Creek is trying to entice young Britons put-off by the “fussy” wine industry with a new range that will sell for just £6 (A$12) a bottle. Pernod Ricard is hoping to attract millennials to its Australian wine brand by launching five new wines targeted specifically at 18 to 34-year-old drinkers in the UK. The “Sun Craft” range of Jacob’s Creek wines will hit shelves in supermarkets and off-licences in March or April and will carry “easy to remember” branding.