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Your email address will not be published.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 *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Executive

Elixir Distillers
Home or Office based with International Travel, UK

London Sales Account Manager

Negociants UK Ltd
London, UK

Awards Wine Checker

Decanter
Paddock Wood, Kent, GB

Customer Service Advisor

Amathus Drinks
Park Royal, London, UK

Sales Manager

James Eadie Ltd
London, UK

Wine Ambassador Role

Ramón Bilbao UK
London, UK

Fine Wine Logistics Coordinator

IG Wines
London, UK

Sales Manager

Top Selection
London, UK

Assistant Retail Manager

The Whisky Exchange
London, UK

Marketing Manager

Ellis Wines
Hanworth, Middx, GB

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017

International Bulk Wine and Spirits Show

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

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more