Jacob’s Creek gives Classics collection heritage revamp

By Lisa Riley

Published: 09 November, 2017

Jacob’s Creek has given its Classics collection a makeover intended to make it easier for shoppers to navigate the wine aisle and spot the wines.

Rolling out now, the revamped portfolio features brighter colours to create stronger shelf stand out alongside a new focus on the logo in a bid to highlight the story and heritage of the Pernod Ricard brand.

In a further nod to the brand’s heritage, the signature of the original founders, Gramp & Sons, has been included.

The updated labels had been designed to bring “elegance and modernity” to a traditional category, while at the same time bringing the brand’s heritage to life “even further” to inject excitement back into Australian wine, said Pernod Ricard,

“Research shows shoppers are getting lost amongst the variety of choices within the category and our fresh packaging combats this by delivering standout, while maintaining the wine’s premium status,” said Vicky Hoey, head of marketing at Pernod Ricard, adding the new look answered consumer demand for ease of navigation on the wine shelf and would appeal to a new audience as well as to existing customers.

Released exclusively in the UK, the new pack design for the 17-strong collection is being supported with in-store, digital and social media activity.

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