Vinarchy – one of the world’s leading wine companies – is set to reinvigorate the wine aisle with a bold relaunch of Jacob’s Creek, backed by an impressive through-the-line investment.
Rolling out in Tesco from early April, the refreshed Jacob’s Creek portfolio has been designed to meet a clear category opportunity for lighter, crisper and more refreshing wines that better suit modern, social drinking occasions. Bolstering the existing Jacob’s Creek range in the UK, the relaunch introduces intuitive, taste-led descriptors and eye-catching new packaging designed to stand out on shelf and drive shopper engagement in the Australian wine section. The range comprises a juicy and smooth Red, refreshing and lively Rosé, zesty and fresh Sauvignon Blanc and a vibrant and fruity White.
Jacob’s Creek was a pioneer of the Australian wine boom and remains a brand with strong heritage and recognition among UK wine drinkers. Leveraging this legacy, Vinarchy has used extensive research to reposition the brand around today’s consumer needs – retaining its reputation for reliable quality while making it more relevant to how people are drinking now. The relaunch addresses an unmet need in the category for wines that are easier to navigate and more relevant to contemporary occasions, particularly as shoppers look for lighter, sociable styles.
The initial launch range will be expanded across the year, with a Bright & Crisp Prestige Cuvée Sparkling arriving in early summer, followed by an unoaked, crisp and delicate Chardonnay and luscious and bright Grenache Shiraz in the autumn, offering consumers a strong choice of light, fresh and sessionable wines.
While the through-the-line campaign – the most significant investment Jacob’s Creek has made on a launch globally and Vinarchy’s largest brand investment to date – will span above-the-line, in-store activation and customer-led initiatives rolling out through the summer, ensuring Jacob’s Creek returns to shelves with strong visibility and impact.
Peter English, Head of Brand Marketing at Vinarchy said: “At Vinarchy, we’re entirely committed to making the relaunch of Australia’s favourite wine brand truly unmissable, backed by a large 360 campaign that tells consumers we’re back in a big way.
When we took ownership of the brand in May 2025, brand tracking revealed deep and enduring equity among UK shoppers. That was reinforced by extensive consumer research, which showed a strong and consistent perception of quality, underpinned by over 8,500 global awards. 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.”
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