Australian wine brand Jacob’s Creek is revamping the packaging of its Classics range in the UK, with the aim of driving sales by making it easier for shoppers to find their favourite wine.
Vicky Hoey, head of marketing at Pernod Ricard UK, commented: “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 among the variety of choices within the category, and the fresh packaging from Jacob’s Creek combats this by delivering standout, while 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 Classics range is available with an RRP of £8.59 and the new look will be supported with in-store, digital and social media activity.