Jacob’s Creek has unveiled the first major update to its logo since it was launched in 1976, alongside the launch of two new varietal wines for the brand’s UK portfolio.
From March 2014 the entire Jacob’s Creek range, which covers Classic, Reserve, Sparkling and Cool Harvest tiers, will feature the new logo: two vine leaves with the stream that lies behind the brand’s name flowing through the middle.
“The idea was to build a single, cohesive, premium look across the range,” explained Jacob’s Creek marketing manager at Pernod Ricard UK, Ary Ganeshalingam.
Outlining the 12-month process leading up to this change, he told the drinks business: “It was quite collaborative across different markets to make sure consumers understand it and are happy with it.”
As for the final result, Ganeshalingam said: “Not many people realise that Jacob’s Creek is a real place that actually exists in the Barossa Valley. This felt like a great opportunity – we’ve now got a great look that conveys the story.”
Meanwhile Nick Bruer, chief red winemaker for Jacob’s Creek, introduced the brand’s new Fiano and Sangiovese, which have been added to its Classic range. Both will be available in the UK from March with an RRP of £8.05.
“It reflects a programme that’s been going on behind the scenes for at least the 13 years I’ve been here, probably longer, to explore the best path in terms of winemaking and to best express the characteristics of an individual variety,” he told db. “If you look at Pinot Grigio seven years ago that was the result of several trials and it’s now pretty much a mainstream variety for us.”
In total the Jacob’s Creek team is trialling 12 experimental varieties, with a particular focus on those from Italy, Spain and Portugal. “There’s definitely an interest in Italian varieties, in fact Mediterranean varieties,” remarked Bruer. “They seem to perform well in a warm climate, retaining delicacy and good varietal typicity. There’s also a implicit concept that Italian varieties should be good with food.”
Although this marks the first major release of a Sangiovese for the brand, Bruer noted: “We’ve been working with Sangiovese for a long time and produced very, very small quantities – as little as 100 cases – and sold them very successfully through the cellar door. It’s created a lot of interest.”
As for the style, he explained: “We’re not trying to make a Chianti Classico, we’re trying to capture its varietal uniqueness and Australian character. That means it’s a little bit softer than you might find in the Old World, but still with fine tannins on the finish.”
Ganeshalingam highlighted the demand from UK consumers for these fresh additions to the range. “When you look at the market the propensity to try different varieties is quite prevalent,” he remarked, adding that the decision to use the UK as a launch pad for these new wines was “showing how seriously the global team takes this market.”