Jacob's Creek unveils packaging revamp

Jacob’s Creek has revealed revamped packaging for its full Classics range in the UK.

The new look, which rolls out this month, is designed to showcase a more clean and contemporary look to maximise shelf standout.

Vicky Hoey, head of marketing at Pernod Ricard UK, said: “We wanted to bring the brand’s heritage to life even further to inject excitement and value back into Australian wine, which remains the biggest wine country of origin in the UK market.

“The design brings elegance and modernity to a traditional category, which is something we believe will appeal to a new audience, as well as to those already loyal to the brand, by significantly increasing shelf standout.

“Research shows shoppers are getting lost among the variety of choices within the category and the fresh packaging from Jacob’s Creek combats this by delivering standout, while maintaining its premium status. Our new look answers the consumer need for ease of navigation on the wine shelf, and has already received positive feedback from both existing and new consumers in our testing.

“The most significant change we have made is increasing focus on the logo to highlight the story it tells: vine leaves intertwined with the beautiful creek that runs through the vineyards, held together by the outline of a wine glass.”

The new packaging is being released exclusively in the UK, because it is an established market where its Classics range of wines are “widely enjoyed”, according to the company.

The brand, which was first launched in 1976, is named after the place where founder Johann Gramp planted his first vines on the banks of Jacob’s Creek in Barossa Valley, in 1847.

The Classics range is priced at £8.59 a bottle, and the new look will be supported with in-store, digital and social media activity.