Jacob’s Creek Summer Push Targets UK Shelf Reset

Jacob’s Creek is launching ‘Welcome to the Creek,’ a major summer campaign supporting its refreshed UK range, which has been in market since April. The campaign includes digital, social, and in-store activations designed to drive trial of the new lineup, which features updated packaging and a streamlined portfolio.

The push comes as the brand works to regain momentum in the UK wine aisle, where private-label growth and shifting consumer habits have squeezed mid-tier labels. Jacob’s Creek, owned by Pernod Ricard, has held a strong position in the value segment but faces pressure from both discount-tier own brands and premium imports.

The refreshed range cuts the number of SKUs while emphasizing core varietals and a cleaner label look. The summer campaign leans into the brand’s Australian heritage and the idea of an accessible, everyday occasion – a contrast to the more formal wine marketing that dominates the premium end.

Pernod Ricard has not disclosed the campaign budget or specific sales targets. The company reports full-year results in August, which will offer the first read on whether the shelf reset is translating into volume gains.

For the UK wine market, the test is whether a heritage brand can reclaim shelf space and shopper attention without deep discounting. The summer season, with its higher off-trade volume, is the natural proving ground.