Jacob’s Creek wary of low alcohol tag

Jacob’s Creek is choosing to emphasise the “light and fresh” style of its new Cool Harvest range, instead of aligning itself directly with the lower alcohol wine sector.

Despite the recent growth of reduced alcohol wines in the UK, from Sainsbury’s commitment to doubling its lighter alcohol range by 2020 to new releases from major brands such as Banrock Station Light, the poor image of this category has been recognised as a barrier to success.

Introducing the Cool Harvest range – a Vermentino, Sauvignon Blanc and Shiraz rosé – Jacob’s Creek sparkling, white and rosé winemaker, Rebakah Richardson, stressed: “we’re really not going after the low alcohol thing and putting ourselves alongside those 5.5% [abv] wines.”

Contrasting these styles with the Cool Harvest range, which sits between 9.5% and 10.5% abv, Richardson remarked: “the biggest difficulty with wines at 5.5% is always going to be flavour and also sweetness.”

She pointed to the research behind this new range, explaining: “consumers wanted lower alcohol, but they didn’t want to compromise on flavour.”

Describing Jacob’s Creek as being “in a more dynamic phase than we have been for a while,” Richardson revealed: “there’s a lot more product development happening and it’s very consumer focused. We were looking at gaps in our portfolio and ‘light and fresh’ was one of them.”

It was this desire to preserve flavour, thereby retaining what Richardson referred to as the “wine credentials” of the new range, which contributed to the decision to include Vermentino. “The beautiful thing about Vermentino is that it expresses itself very well early on,” observed Richardson.

The Jacob’s Creek Cool Harvest range will be available in the UK from February 2011 with an RRP of £8.49.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Sales Manager

The Old Curiosity Distillery
United Kingdom

Brand Development Executive

Manchester Gin
Manchester, UK

Senior Buyer

Speciality Drinks
London, UK

Marketing Assistant

Berkmann Wine Cellars
London, UK

PR Manager

Master of Malt
London, UK

Sales Manager

Hairy Dog Brewery
Haywards Heath, UK

National Operations Director

Amathus Drinks Plc
London, UK

Sales Executive – Hush Heath Estate

Hush Heath Estate
London/ Kent

Marketing Manager

Zonin UK
Richmond, UK

Unsigned Talent Tasting

London,United Kingdom
20th Sep 2018

Love Wine, Love Chile

London,United Kingdom
25th Sep 2018

Almaviva Masterclass

London,United Kingdom
26th Sep 2018
Click to view more

Cabernet Sauvignon Masters 2018

the drinks business is proud to announce the fifth year of its Global Cabernet Sauvignon Masters

The Global Pinot Noir Masters 2018

the drinks business is proud to announce the fourth year of the Global Pinot Noir Masters, the most extensive competition in the Global Masters series.

Click to view more