Vinarchy has revamped the appearance of its Jacob’s Creek flagship in the UK, the brand’s biggest market.
The main change sees the introduction of prominent descriptors across all four of the Australian brand’s SKUs in the country. The range comprises a ‘refreshing & lively’ rosé, a ‘zesty & fresh’ sauvignon blanc, a ‘juicy & smooth’ red (below) and a ‘vibrant & fruity’ white.
Also featured in the new look, which debuts next month through retail multiple Tesco, is a sunrise look on the front label.
The reposition will be supported by marketing activity described by the brand owner as “the most significant investment Jacob’s Creek has made on a launch globally and Vinarchy’s largest brand investment to date”. Specific financial details were not disclosed.
“When we took ownership of the brand in May 2025, brand tracking revealed deep and enduring equity among UK shoppers,” Vinarchy’s head of brand marketing, Peter English. “That was reinforced by extensive consumer research, which showed a strong and consistent perception of quality … .
“This combination of high awareness, nostalgia and trust gives us real confidence and a clear licence to reconnect Jacob’s Creek with today’s UK wine drinkers, driving renewed growth in the category.”
Later this year, Vinarchy will add a ‘bright & crisp’ prestige cuvée sparkling, a ‘crisp & delicate’ chardonnay and a ‘luscious & bright’ grenache shiraz to Jacob’s Creek’s UK presence.
The privately-owned company, which emerged from the combination of Accolade Wine and Pernod Ricard’s divestment last year of almost all of its wine operations, confirmed in November a reassessment of its full portfolio with a view to weeding out those brands that no longer fit its long-term strategy.
