Jacob's Creek marks new brand imagery with Fiano and Sangiovese wines

By Richard Siddle

Published: 29 January, 2014

Jacobs Creek has unveiled its first major brand review since it was launched in 1976 that looks to reinforce its history, provenance and sense of place with consumers.

The cornerstone of the new brand positioning is a new icon logo that encapsulates two vine leaves, that represent the vineyard the Jacob's Creek founder, Johann Gramp, first planted in 1847. Between the leaves runs the actual Jacob's Creek itself which runs in to a wine glass, that are all combined in to the one design.

The new logo will be combined with cleaner, easier to navigate labelling and will appear on all Jacob's Creek advertising and packaging, including its Classics, Reserves, Sparkling and Cool Harvest ranges, from March 2014.

"This is the biggest brand evolution we have ever done on Jacob's Creek," said Ary Ganeshalingam, marketing manager for the brand. "But it not revolution it is evolution."

He told Harpers.co.uk that Pernod Ricard had learnt a lot from the success of re-branding Montana as Brancott Estate and really promoting the sense of place and heritage to consumers. "The idea of a sense of place is very important to us," he added.

Ganeshalingam said Jacob's Creek was aware of the role it has played in "making wine more accessible to consumers" and it hoped the changes would take that to another level.

"It is great to have a brand that is so trusted by consumers," he added. "There is a real appetite (amongst consumers) for wines with a story. There are so many brands in wine and consumers are looking for those with a point of difference."

The labels have been reworked to help consumers "better navigate through the range" with far clearer emphasis on the "Classic" and "Reserve" messaging on the labels which it hopes will have "better stand out on shelf".

The re-branding project has taken over a year to come to market and was first shown to the public as part of its sponsorship of the recent Australian Open tennis championships in Melbourne.

Nick Bruer, senior winemaker at Jacob's Creek, said it was exciting to see the new imagery and branding for the wine and shows it is not a wine "that stands still". "It will be great to take the consumer on the same journey we have been on," he added.

Fiano and Sangiovese launches

As part of the new branding roll out Jacob's Creek is also introducing two new varieties to its Classics Range with the first of what could be a number of Mediterranean varietals it is has been planting and experimenting with Australia stretching back over the last 20 years.

Classic Italian varietals, Fiano 2013 and Sangiovese 2013, are being introduced to the Classic range from March onwards with a recommended retail price of £8.05. Bruer, however, was quick to stress that whilst the wines are true to their Italian heritage they also have a "degree of Australianess" in them.

He said it was looking at which other Mediterranean varietals could be introduced to Jacob's Creek further down the line. "We continue to innovate and there are other varietals that are showing promise being planted in Australia."

Bernard Hickin, chief winemaker at Jacob's Creek, said: "Some years ago we planted 12 new varieties, including many from Mediterranean regions such as Italy, Spain and Portugal. We followed their progress carefully and noted that these two Italian favourites in particular were a natural fit for Australia, and capable of producing excellent quality fruit.

"The winemaking team is incredibly proud that two experimental varietals from the nursery have gone on to produce such attractive, flavoursome and varietally-distinctive wines."

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