VINARCHY UNVEILS BOLD JACOB’S CREEK REVAMP IN UK

Vinarchy has refreshed Jacob’s Creek’s UK flagship with striking descriptors and a sunrise label design across its core range, debuting at Tesco next month. Backed by the brand’s largest-ever global investment, the reposition aims to reconnect with British wine drinkers, while new varietals will expand the portfolio later this year.

Vinarchy is set to relaunch Jacob’s Creek in the UK, its biggest market, with a striking new look and a major marketing push. The Australian wine brand’s refreshed packaging introduces bold descriptors across its four existing SKUs: a ‘refreshing & lively’ rosé, a ‘zesty & fresh’ sauvignon blanc, a ‘juicy & smooth’ red and a ‘vibrant & fruity’ white. Each bottle will also feature a sunrise motif on the front label, designed to signal a fresh chapter for the heritage brand.

The redesign will roll out next month through Tesco, supported by what Vinarchy describes as “the most significant investment Jacob’s Creek has made on a launch globally and Vinarchy’s largest brand investment to date.” While financial details remain undisclosed, the scale of the campaign underscores the company’s ambition to reassert Jacob’s Creek’s relevance in the UK wine category.

“When we took ownership of the brand in May 2025, brand tracking revealed deep and enduring equity among UK shoppers,” said Peter English, Vinarchy’s head of brand marketing. “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 plans to expand the UK range with three new additions: a ‘bright & crisp’ prestige cuvée sparkling, a ‘crisp & delicate’ chardonnay and a ‘luscious & bright’ grenache shiraz. The move reflects the company’s broader reassessment of its portfolio, announced last November, as it seeks to streamline its brands to align with long-term strategy following its formation from Accolade Wine and Pernod Ricard’s divestment of most wine operations.