Jacobs Creek are making a conscious effort to increase the price of their wine and take it up market. Are sponsorship, endorsements and a higher price enough to make a wine "premium"?
I've got to admit that Jacob's Creek often shows well in tastings, and their regional reserve wines are pretty good value - at the moment. Read how the owners, Pernod Ricard, are making a determined push to take the price upwards and move Jacobs Creek out of the supermarket discount bins.
Is this the beginning of the end for branded wine offers? Personally, I hope so. I'd rather see things selling at the price the market thinks they're worth. What about you?