Jacob’s Creek has announced a significant relaunch in the UK, introducing an array of lighter, fresher wines intended to reconnect the storied Australian brand with contemporary consumers while simplifying options for retailers in the wine aisle.
This refresh comes after thorough market research indicating a strong preference among consumers for wines that are inviting, fruit-driven, and easy to select and savor. In alignment with these insights, Jacob’s Creek has revamped its core offerings with a focus on distinct flavor profiles, vibrant packaging, and lighter, more refreshing varieties designed for social drinking.
The initial lineup features four new selections: Juicy & Smooth Red, Refreshing & Lively Rosé, Zesty & Fresh Sauvignon Blanc, and Vibrant & Fruity White. Additionally, plans are in place to introduce further products, including a sparkling Prestige Cuvée and an unoaked Chardonnay, later this year.
This relaunch represents the first major initiative from Vinarchy, which took ownership of Jacob’s Creek in 2025. Research by the company revealed that while the brand maintains high recognition and strong brand trust among UK consumers, there is a growing desire for wines that appear modern, straightforward, and suitable for casual, everyday enjoyment.
By leveraging its award-winning legacy—boasting over 8,500 accolades globally—while modernizing its aesthetic and taste profile, Jacob’s Creek seeks to reaffirm its position in a highly competitive market.
Supporting this relaunch is the brand’s largest global marketing investment to date, encompassing above-the-line campaigns, in-store promotions, and retailer-led initiatives set to roll out throughout the summer. The goal is to ensure Jacob’s Creek is “unmissable” on the shelves, positioning it as the preferred option for consumers looking for dependable, great-tasting wine without the hassle.
