Jacob’s Creek surges towards reclaiming UK leadership position in Australian wine

Article 07/05/2021

Pernod Ricard UK is continuing to invest in Jacob’s Creek with a bold new look for its Reserve range and a significant investment plan to drive growth

Jacob’s Creek, the UK’s best-known wine brand[1] and best-selling wine in Australia[2], is investing in the brand to reclaim the number one spot in the Australian wine category. Following the recent, successful launch and expansion of Super-Premium range, Jacob’s Creek Double Barrel, the brand is further expanding with a bold relaunch of its Reserve range in the UK. Jacob’s Creek Reserve Sauvignon Blanc and Shiraz is available now in Asda and the Chardonnay and Cabernet Sauvignon will be available in Morrisons from mid-May, RRP £9.

Australian wine remains the leading Country of Origin and holds a 20.5%[3] market value share, whilst the Premium wine category holds the largest value share and is growing at +36.4%[4], twice the rate of total market. Jacob’s Creek Double Barrel is also showing encouraging signs since launch, growing +72% in value[5].

Lucy Bearman, Wine Portfolio Director at Pernod Ricard UK, comments: “Australia is the UK’s favourite country of origin when it comes to wine and this represents a huge opportunity to drive value within the category with new and exciting, but also quality, wines. As one of Australia’s best and most awarded brands globally, Jacob’s Creek is recognised for excellent quality with over 175 years of winemaking expertise. We have built a strong investment plan for the brand to leverage its equity and reclaim a leadership position within the premium Australia category. We know from the recent success of our Super-Premium Double Barrel range that consumers are willing to pay more for the brand, and the addition of Jacob’s Creek Reserve provides consumers with another opportunity to share Australia’s best-selling wine brand.”

Jacob’s Creek Reserve

The premium range consists of four classic varietals – Sauvignon Blanc, Chardonnay, Shiraz and Cabernet Sauvignon – will hit shelves with a fresh new look and captures the character of Australia’s best wine regions. Sourced from moderate to cool climate regions across Australia, the Jacob’s Creek Reserve range showcases expressive wines with great drinking appeal. The white varietals demonstrate intensity and elegance, whilst the red wines offer denser fruit, tannins and ability to age. The range has been created to be savoured for ‘treat yourself’ moments and to elevate the everyday moments that matter, such as date nights in, or at home gatherings with friends when you want something delicious yet accessible.

Launching with a contemporary new design to drive on-shelf appeal, the eye-catching new look features a bold gold ‘R’ in a more confident expression of premium. A dark colour palette is used for the red varietals whilst a crisp white label features on the white wines, complemented by the use of gold foil to enhance visibility of the Jacob’s Creek masterbrand and deliver quality assurance.


[1] Wine Intelligence | Vinitrac UK, October 2020

[2] IRI | MAT value sales 07.03.21

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

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

[5] AC Nielsen | Total Coverage MAT value sales to 02.01.21