Vinarchy puts ‘biggest investment yet’ behind new Jacob’s Creek campaign

The Australian parent company of the well-known brand has launched its ‘Welcome to the Creek’ campaign, aimed at making wine drinking more social and approachable.

Jacob’s Creek is launching a global brand platform and campaign in a bid to cement its position as one of the world’s most recognised wine brands.

Called ‘Welcome to the Creek’, the campaign represents owner Vinarchy’s biggest investment yet behind Jacob’s Creek since it relaunched the brand in the UK in April this year with four bottles featuring their taste profile rather than the grape varieties used to make the wine.

“They are lighter, fresher styles designed for modern drinking occasions….with new packaging and clearer, taste-led cues to make the range easier to shop”, Amanda Almond, Vinarchy’s managing director for the EMEA region, told db at the time.

“We are focused on delivering value for customers through products that earn their space on shelf and perform.”

The new marketing campaign marks an awareness of the brand’s need to adapt in a crowded alcohol market, where refreshment, sociability and ease of choice are increasingly important. The relaunched UK range provides the product foundation for the platform. The focus is clear: light, fresh styles with uncomplicated accompanying taste-cues: ‘Juicy & Smooth’; ‘Refreshing & Lively’; ‘Vibrant & Fruity’; and ‘Zesty & Fresh’ are among the names adorning bottle labels.

More intuitive, more social 

The new approach addresses what Vinarchy perceives to be a fundamental problem: shoppers often know the kind of taste and occasion they want, but not the technical language traditionally used to navigate the category

It hopes that by stripping away misunderstood terminology, they will make their Jacob’s Creek wines feel more intuitive, more social, and easier to choose for consumers.

The ‘Welcome to the Creek’ campaign will span television, streaming, digital, social, outdoor and retail environments, and includes a sponsorship deal with Disney+, alongside in-store activation and sampling.

According to the brand, “the scale of support is designed to give Jacob’s Creek a sustained presence through the UK summer” and serves as “tangible proof” that Vinarchy is “investing behind category relevance, trial and conversion, not just campaign visibility.”

Reconnecting consumers 

Jacob’s Creek global brand director Camille Mackay outlined the brand’s aim to “make wine feel more approachable and enjoyable.”

She said: “The campaign marks the beginning of a global rollout that will help reconnect consumers with Jacob’s Creek and introduce the brand to a new generation around the world.”

This campaign comes on the back of Jacob’s Creek rejoining the Australian Open as its official wine partner back in January. As db reported last year the brand returned to the AO in 2026 as its official partner after an eight year hiatus.

‘Welcome to the Creek’ is set to increase the brand’s visibility further, and represents a sustained intent to adapt to changing consumer habits.

Jacob’s Creek remains one of the most recognised Australian wine brands globally.

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