What moved (Sep '25 – Aug '26)
| Metric | Sep 2025 → Aug 2026 | Change |
|---|---|---|
| Awareness | 71% → 80% | +9pp |
| Consideration | 45% → 57% | +12pp |
| Preference | 9% → 13% | +4pp |
What's behind the growth
Jacob's Creek's brand-building in the UK spans a change of ownership and a full brand reset. Pernod Ricard sold its international wine portfolio, including Jacob's Creek, to what became Vinarchy in May 2025. The new owner moved quickly.
A UK relaunch in March 2026 was designed to meet a "clear category opportunity for lighter, crisper and more refreshing wines that better suit modern, social drinking occasions." It swapped grape-variety labelling for taste-led descriptors across four core styles, from "juicy and smooth" Red to "vibrant and fruity" White. The range rolled into Tesco from early April 2026.
Vinarchy's Head of Brand Marketing Peter English said the business was "entirely committed to making the relaunch of Australia's favourite wine brand truly unmissable, backed by a large 360 campaign." That was followed by "Welcome to the Creek," described as Vinarchy's biggest investment in Jacob's Creek to date: TV, streaming, digital, social, outdoor and retail activity, a Disney+ sponsorship and in-store sampling, launched in July 2026.
Jacob's Creek Global Brand Director Camille Mckay called it "the first expression of a transformed Jacob's Creek and an exciting new chapter for the brand."
