Jacob’s Creek relaunches lighter, fresher styles

Jacob’s Creek has unveiled a major UK relaunch, introducing a new line‑up of lighter, fresher wines designed to reconnect the heritage Australian brand with today’s drinkers and simplify the wine aisle for retailers.

The overhaul follows extensive category research showing strong consumer demand for approachable, fruit‑forward wines that feel easy to choose and easy to drink. In response, Jacob’s Creek has re‑engineered its core range around clear taste cues, brighter packaging, and lighter, more refreshing styles aimed at sociable drinking occasions.

The initial collection includes four new expressions — Juicy & Smooth Red, Refreshing & Lively Rosé, Zesty & Fresh Sauvignon Blanc, and Vibrant & Fruity White — with further innovations, including a sparkling Prestige Cuvée and an unoaked Chardonnay, set to follow later in the year.

The relaunch marks the first major UK move from Vinarchy, which took ownership of Jacob’s Creek in 2025. The company’s research found that while the brand still enjoys high awareness and strong trust among UK shoppers, consumers were increasingly looking for wines that feel modern, uncomplicated and suitable for relaxed, everyday moments.

By leaning into its award‑winning heritage — more than 8,500 accolades globally — while refreshing its look and taste profile, Jacob’s Creek aims to reassert its relevance in a competitive category.

The relaunch is being supported by the brand’s largest global marketing investment to date, spanning above‑the‑line activity, in‑store activation and retailer‑led promotions rolling out across the summer. The ambition is to make Jacob’s Creek “unmissable” on shelf and re‑establish it as a go‑to choice for shoppers seeking reliable, great‑tasting wine without complexity.