Introducing new Jacob’s Creek Double Barrel Cabernet Sauvignon

Article 15/04/2021

Pernod Ricard UK adds cabernet crafted in Irish Whiskey barrels to premium wine portfolio

Jacob’s Creek, the UK’s best-known wine brand[1], is adding a Cabernet Sauvignon aged in Irish Whiskey to its award-winning Double Barrel range, available exclusively in Asda. The Cabernet Sauvignon is being launched in the UK following the success of the Jacob’s Creek Double Barrel range, which is growing +68%[2], well ahead of the super-premium Australian category which is growing +34%.[3]

The pioneering Jacob’s Creek Double Barrel range is crafted from superior quality grapes, which are first matured in traditional wine barrels, then finished in aged whisky barrels for a richer, deeper, and smoother taste. The Double Barrel range launched in 2014 with a Shiraz finished in aged Scotch whisky barrels, and was joined last year by a Chardonnay crafted in aged Scotch whisky barrels, the first of its kind in the world. The addition of Cabernet Sauvignon to the range reinforces its innovative values as following extensive trials, the Jacobs’s Creek Winemakers determined that the elegance of Cabernet Sauvignon was well suited to the smooth style of Irish whiskey.

Dan Swincer, Chief Winemaker at Jacob’s Creek, explains: “We discovered that finishing the wines in aged whisk(e)y barrels introduced additional intricacy and a smoother texture, due to the fundamental differences between barrels made for ageing whisk(e)y, and those crafted to age wine. Finishing Double Barrel Cabernet Sauvignon in Irish whiskey barrels has integrated the cassis fruit flavours and aromatic herbal notes, softened the tannins and, most noticeably, added real richness throughout the palate.”

Lucy Bearman, Wine Portfolio Director for Pernod Ricard UK, comments: “UK wine consumers are becoming increasingly adventurous and looking for new and interesting ways to enjoy the category. With 174 years of winemaking expertise, Jacob’s Creek has delivered a unique proposition to the category with its Double Barrel range, and the success of our Shiraz and Chardonnay varietals tells us that this innovation is resonating with consumers. Imported Whisky and Cabernet Sauvignon is growing at +22% and +13.3% respectively[4], and we’re confident wine shoppers will love this addition to the range as they can experiment with a new wine style all within the safety of the UK’s most well-known and Australia’s best-selling wine brand.”

The launch is complemented by new packaging across the full Double Barrel range, offering a premium enhancement of the label that draws upon conventional whisky codes to highlight the brand’s premium cues. The new look includes increased sizing of the Double Barrel wordmark and enhanced red colour, refreshed barrel imagery to support the product proposition, and greater use of foil. A separated cigar band heightens Double Barrel’s unique whisky finish and acts as a clear point of difference to the varietal, whilst the dark colour palate and strong Jacob’s Creek masterbrand visibility have been maintained to deliver quality assurance.


Jacob’s Creek Double Barrel Cabernet Sauvignon will be available exclusively in Asda, RRP £12 from 19th April.


[1] Wine Intelligence | Vinitrac UK, October 2020

[2] AC Nielsen | Total Off-Trade | MAT value sales to 02.01.21

[3] AC Nielsen | Total Off-Trade | MAT value sales to 26.12.20

[4] AC Nielsen | Total Off-Trade | MAT value sales to 02.01.21