Looking at the contest terms and conditions, the usual caveat emptor applies regarding transferring the copyright and other rights in perpetuity of one's photo to the company running the contest:
"On submitting an entry, each entrant irrevocably and exclusively grants and assigns to Bauer Media with full title guarantee the entire copyright and all other rights of whatever nature in his/her entry for the full duration of such rights throughout the world and accepts that Pernod Ricard and Bauer Media shall have the exclusive, perpetual, irrevocable and worldwide right to use, copy and exploit all photos and stories entered into the promotion. Entrants shall complete any additional paperwork reasonably requested by Pernod Ricard and/or Bauer Media to confirm the rights assigned under this paragraph."
Interpreted (by me only) as:
"We dont' want to pay for commercial photography, so we will run a competition and get all these images for free/next to free for all of our advertising, AND stop the photographer doing anything with the image if they win"
Someone in the UK should forward this to their local industry body, as a rule they love making examples of this kind of "competition".
Edit: In fact, having just looked at it, I'm passing it onto mine (AIPP), as it is promoting an Australian Company. Jacobs Creek should be ashamed of themselves, never mind the producers of the move "Australia".
Time for a rare post on the AIPP forums !