Jacob’s Creek, the wine brand owned by Pernod Ricard, has declared its intention to recapture the top spot in the Australian wine category in the UK with its latest investment plan to drive growth.

Following the recent launch of its “ Super-Premium ” range, Jacob’s Creek Double Barrel, the brand continues to expand with a relaunch of its Reserve range which incorporates a redesigned look. The new design aims to create shelf appeal, with a bold gold “R” in a “more confident expression of premium”. A dark color palette is used for red grape varieties while a white label is present on white wines, complemented by the use of gold leaf to support the quality message.

Jacob’s Creek Reserve Sauvignon Blanc and Shiraz are now available at Asda and Chardonnay and Cabernet Sauvignon will be available at Morrisons from mid-May (MSRP £ 9).

Australian wine remains the top country of origin and holds a 20.5% market share in the UK, while the premium wine category holds the highest value share and grows 36.4%, or double the total market rate. Jacob’s Creek Double Barrel is also showing encouraging signs since its launch, growing 72% in value.

Lucy Bearman, Wine Portfolio Manager at Pernod Ricard UK, said: “Australia is the UK’s preferred country of origin for wine and this represents a huge opportunity to generate value in the category with new and exciting wines, but also of quality.

“As one of Australia’s best and most awarded brands in the world, Jacob’s Creek is recognized for its excellent quality with over 175 years of winemaking expertise. We have built a solid investment plan for the brand in order to leverage its equity and regain a leadership position in the Australian premium category.

“We know from the recent success of our Super-Premium Double Barrel line that consumers are willing to pay more for the brand, and the addition of Jacob’s Creek Reserve offers consumers another opportunity to share the best-selling brand of wine. from Australia. “