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Friday, 13 August 2021

Jacob's Creek goes for new Classic look and a sustainable future

Changing a wine label that consumers easily recognise and are comfortable with can be fraught with danger.

Australia’s No.1. selling wine brand, Jacob’s Creek, has nonetheless gambled on visual refresh to its Classic (entry level) packaging across all formats and varietals.

Designed to reflect a modern Australian style with a nod to the brand’s heritage, the new look is described as "stylish with greater timeless appeal". Most importantly, the new labels still look like those consumers are comfortable with - just a little more modern and colourful.

With a winemaking history dating back over 170 years to the banks of Jacob’s Creek in the Barossa - where Johann Gramp planted his first vines, the new label dials up links to rich history and the brand story.

Premium new colours differentiate between the different varieties, while a new label shape is designed to catches the eye on busy bottle shop shelves.

The refresh is rolling out along with point-of-sale support, as well as print, digital and social media info. 

Not a lot of people know that the Jacob’s Creek logo communicates the story behind Jacob’s Creek. 

The two vine leaves represent the vineyard that Gramp planted on the banks of Jacob’s Creek in 1847. Between the vine leaves flows the creek itself. 
s Creek in 1847. Between the vine leaves flows the creek itself, from it’s humble beginnings to the flourishing 
The refresh also includes the brand’s claim, "committed to sustainability at our winery in Australia"’.

JC's sustainability credentials include being home to the largest combined solar winery installation in Australia and being the first large wine company in Australia to achieve 100% renewable electricity.

The winery aims to minimise waste wherever possible and 99% of solid and organic waste is recycled, winning several awards. 

There is a commitment to carbon net zero by 2030 and Jacob's Creek is also a founding member of the Wildlife for Wine program, a project focused on balancing the environment and viticulture. 

It is also a member of the sustainability program Sustainable Winegrowing Australia

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