Australia’s best-selling wine Jacob’s Creek has unveiled the “Bring Your Australian” campaign to present the life-lovin’ Aussie spirit to its 80 markets across the globe.
Launched at the Jacob’s Creek pop-up restaurant on Bennelong Point, overlooking Sydney Harbour, the campaign represents a bold new direction for the popular winemaker. During the event, successful Aussies from diverse backgrounds shared how the Aussie spirit shaped their lives.
One such Aussie is adventurer Justin ‘Jonesy’ Jones who shared his tales of conquering the wild. The notorious outdoorsman began his adventures by kayaking the length of the Murray River.
While padding the 2560km river over 49 days, Justin and a friend began planning their next adventure: Paddling across the ditch from Australia to New Zealand. This one took 62 days before arriving on the shores of NZ where they were greeted by 25,000 Kiwis singing Waltzing Matilda.
There’s more. Next up was a ski trip from the coast of Antarctica to the South Pole and back completely unassisted and without knowing how to ski. This trip took 89 days, and Justin battled blizzards, whiteouts, crevasses and drastic weight loss.
Marriage and parenthood didn’t put an end to the adventures. When Justin’s daughter was 15 months old, the family walked across the Australian outback. That was 1800km on foot across 102 days.
It’s easy to see why Jacob’s Creek recruited Justin Jones for “Bring Your Australian.” This guy is practically our version of Bear Grylls. He also credits success to his unwavering Aussie spirit. Or as Justin puts it, “I’m always willing to ‘have a crack.”
“Seriously I can’t stress enough that I’m not an athletic bloke,” he said. “I believe you should never let lack of skill stop you from having a dream.”
And that’s the sort of mentality Jacob’s Creek is presenting to the world with “Bring Your Australian.”
As well as championing the Australian spirit, Jacob’s Creek is adding a fresh colour palette inspired by modern Australia and bringing all wines under a single Masterbrand.