Jacob’s Creek, one of the fastest growing Australian wines (+13% value, Nielsen, MAT to 17.06.17), is revamping the packaging of its Classics range in the UK.
The new packaging aims 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: “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 (Brand Audit, September 2016) 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 (Clear M&C Saatchi, May 2017). 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. The new 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.
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.