Australian wine brand Jacob's Creek has put a £4m shrimp on the marketing barbecue as part of a "new global communication platform".
Owner Pernod Ricard UK is looking to strengthen the brand's position as a leading player in the fragmented UK wine sector with the introduction of a new strapline that will adorn all its advertising and marketing.
The previous "Australia's Favourite Drop" slogan has been replaced by an umbrella "Say when" theme under which the sponsorship of Channel Four's Friends and of Wimbledon will sit.
A raft of marketing initiatives have been earmarked by the brand including a national press and outdoor advertising campaign as well as an interactive sampling roadshow.
Chris Seale, head of marketing for wines at Pernod Ricard UK, said: "2003 will be a pivotal year for Jacob's Creek. As consumers become more familiar with wine, they become increasingly difficult to satisfy.
"'Say when' gives us the perfect platform to communicate the relevance of Jacob's Creek to their lifestyle and brings all aspects of our communication together."
The leading on-trade Australian wine brand has also expanded its range with the launch of a new single varietal Shiraz in an attempt to meet consumer demand for the UK's favourite red wine.
"The new Shiraz builds on the popularity of Jacob's Creek Shiraz Cabernet and is a move to strengthen our red wine range as well as encourage wine drinkers to trade up to single varietals," added Mr Seale.
Improvements have also been made to the range's packaging with the introduction of textured labels and individually coloured capsules.
The on-trade wine market is becoming increasingly brands-led with Jacob's Creek one of a number of new world wine names leading the charge alongside Hardy's Stamp and EJ Gallo.