Former supermarket wine stalwart Jacob’s Creek is to be relaunched in the UK, following its sale to Australian wine giant Vinarchy last year.
Jacob’s Creek, which once ranked among the biggest Aussie wine brands in the UK, before falling from favour among British shoppers, is set to be reinvigorated with new products, packaging and through-the-line investment.
Rolling out in Tesco from early April, the refreshed Jacob’s Creek portfolio had been designed to meet “a clear category opportunity for lighter, crisper and more refreshing wines”, brand owner Vinarchy said.
New packaging, meanwhile, offered “intuitive, taste-led descriptors” to help drive shopper engagement.
The range comprises a “juicy and smooth” red, a “refreshing and lively” rosé, a “zesty and fresh” sauvignon blanc and a “vibrant and fruity” white (rsps: £7.50-£9.50/750ml).
Further innovation is planned throughout 2026, with a cuvée sparkling wine set to arrive in early summer, followed by chardonnay and grenache shiraz variants in autumn.
The relaunch would be supported by “above-the-line, in-store activation and customer-led initiatives”, Vinarchy said, adding the push represented its “largest brand investment to date”.
“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,” said Peter English, head of brand marketing at Vinarchy. “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.
“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.”
In its heyday, Jacob’s Creek was a mainstay of Britain’s supermarket wine aisles, with annual off-trade sales just shy of £100m [NIQ 52 w/e 25 April 2015].
However, the brand’s popularity has dwindled over the past decade, with many major retailers delisting its wines. Sales in the year to last April amounted to just £7.0m [NIQ 52 w/e 19 April 2025].
Jacob’s Creek was among a slew of brands hived off by Pernod Ricard last year as part of the divestment of its international wine business.
The brands were sold to Accolade Wines owner Australian Wine HoldCo, which merged them with labels including Hardys and Jam Shed to create a new global wine company called Vinarchy.
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