UK’S FASTEST GROWING AUSTRALIAN WINE UNVEILS FRESH NEW LOOK
Jacob’s Creek, one of the best known, award-winning and fastest growing (+13% value) Australian wines is revamping the packaging of its ‘Classics’ range in the UK to drive sales by making it easier for shoppers to find their favourite wine. Rolling out from this month, the new look is clean, bold and contemporary, and showcases brighter colours to the range to maximise standout on shelf.
Vicky Hoey, Head of Marketing at Pernod Ricard UK, comments: “We wanted to bring the brand’s heritage to life even further to inject excitement and value back into Australian wine, which remains the biggest wine country of origin in the UK market. The design brings elegance and modernity to a traditional category, which is something we believe will appeal to a new audience, as well as to those already loyal to the brand, by significantly increasing standout on shelf.
“Research shows shoppers are getting lost amongst the variety of choices within the category and the fresh packaging from Jacob’s Creek combats this by delivering standout, whilst maintaining its premium status. Our new look answers the consumer need for ease of navigation on the wine shelf, and has already received positive feedback from both existing and new consumers in our testing. The most significant change we’ve made is increasing focus on the logo to highlight the story it tells: vine leaves intertwined with the beautiful creek that runs through the vineyards, held together by the outline of a wine glass.”
Jacob’s Creek has chosen to release the new pack exclusively in the UK as an established market where its range of Classics are widely ranged and enjoyed. The new look Jacob’s Creek Classic label provides a contemporary and modern identity, which focuses on the brand’s renowned heritage with the inclusion of the original founders’, Gramp & Sons, signature.
Inspired by the brand’s vision to take Australian wines to the world, Jacob’s Creek’s latest design expresses the generous, progressive spirit of Australian winemakers. The brand was first launched in 1976 and is named after the place where Johann Gramp planted his first vines on the banks of Jacob’s Creek in 1847.
In doing so, Johann founded the Barossa Valley’s first commercial vineyard, the Gramp & Sons business and a history of winemaking innovation that dates back over 170 years. The wines are crafted with great care, with consumers’ tastes at the forefront of the winemakers’ mind. Having earned over 8,000 medals at wine shows across the brand’s portfolio over the last 30 years, Jacob’s Creek wines are trusted by shoppers for their genuine quality.
Jacob’s Creek Classics range is available with at an RRP of £8.59 and the new look will be supported with in-store, digital and social media activity.
Nielsen, Total off trade, MAT to 17.06.17
The Classics range includes Shiraz, Merlot, Cabernet Sauvignon, Chardonnay, Pinot Grigio, Pinot Noir, Rose and Sauvignon Blanc – see full list at the end of this news story
Nielsen Grocery Multiples MAT to 17.06.2017
Brand Audit, September 2016
Pack refresh; Clear M&C Saatchi, May 2017