It’s often hard to beat experiential marketing, and Jacob’s Creek knows this. Just like some of the exclusive wine-themed boutiques internationally, Blend by Jacob’s Creek will be open between January 29 and February 15 from 12 p.m. at Takutai Square in Britomart, Auckland, New Zealand, giving customers a chance to blend a wine perfectly matched to their palate. As it’s summer Down Under, it’s a perfect way to connect Jacob’s Creek with summer entertaining.
A professional winemaker will be on hand to work with both connoisseurs and amateurs to create the blends. The price is $20, and includes a 750 ml bottle of the unique blended wine, complete with personalized label, to take away.
The base wines on offer are shiraz, cabernet sauvignon, merlot and grenache in the reds, and sauvignon blanc, moscato, chardonnay and pinot gris in the whites. The entire process can take as little as 15 minutes.
Melissa Butler, Jacob’s Creek’s marketing manager, notes that one can create 548 different wines with the bases. ‘We identified that many people are interested to learn about and appreciate wine, but there’s so much information out there it can be hard to digest. We think the best place to start is with what you like, because everyone has a unique palate.’
And for those who can’t be at Britomart for the experience, Jacob’s Creek launches a virtual blend bar, at www.jacobscreekblend.co.nz. It’s not quite the same, but it will allow online enthusiasts to make their own virtual wine blends.