JACOB’S CREEK LAUNCHES GLOBAL 'WELCOME TO THE CREEK' PLATFORM FOR A NEW GENERATION OF WINE MOMENTS
Key points
• ‘Welcome to the Creek’ is a new global brand platform for Jacob’s Creek.
• The UK is the first market to bring the campaign to life, supported by a major summer media and retail activation.
• The launch follows the April refresh of the Jacob’s Creek UK range, with lighter, more refreshing styles and clearer taste cues.
• The campaign is backed by Vinarchy’s biggest investment behind Jacob’s Creek, one of its global pillar brands.
Jacob’s Creek has launched ‘Welcome to the Creek’, a new global brand platform designed to reconnect one of the world’s most recognised wine brands with modern drinking occasions, simple shared pleasures and real connection — with the UK the first market to go live from today.
Backed by Vinarchy’s biggest investment behind Jacob’s Creek, the launch signals a renewed commitment to one of its global pillar brands. It brings together the brand’s refreshed UK range, major summer campaign support and a more distinctive role for Jacob’s Creek in how people choose, shop and share wine today.
‘Welcome to the Creek’ has been created for a world that can feel increasingly curated, distracted and ‘always on’. It gives the Jacob’s Creek brand a warmer, more confident energy, celebrating connection without pressure, easy enjoyment, and the kind of unfiltered moments that bring people together.
The campaign follows the April launch of a refreshed UK range shaped around lighter, more refreshing styles and clear taste cues, including Juicy & Smooth, Refreshing & Lively, Vibrant & Fruity, and Zesty & Fresh, helping people navigate wine by flavour, occasion and mood, instead of by varietal. Across the UK summer, the relaunch will come to life through a high-impact multi-channel campaign across television, streaming, digital, social, outdoor and retail environments. Activity includes a launch roadblock, Disney+ sponsorship, in-store activation, sampling and social content, supported by earned media and creator activity to build awareness, trial and cultural relevance.
Jacob’s Creek Global Brand Director Camille Mckay said, “‘Welcome to the Creek’ represents far more than a new campaign. It’s the first expression of a transformed Jacob’s Creek and an exciting new chapter for the brand. Built on the warmth, optimism and generosity of the Australian spirit, it brings to life our ambition to elevate Jacob’s Creek as a modern Australian icon and a champion of connection. Through vibrant storytelling, distinctive creative and a more contemporary expression of the brand, we’re inviting consumers into a world that feels more welcoming, inclusive and relevant.”
Jacob’s Creek is one of the world’s most recognised wine brands, distributed in more than 50 markets and awarded more than 8,500 times globally since 1981. Its UK relaunch follows Vinarchy’s formation in 2025 and reflects the company’s strategy to focus investment behind global pillar brands with clear roles in category growth and consumer relevance.
ENDS
• ‘Welcome to the Creek’ is a new global brand platform for Jacob’s Creek.
• The UK is the first market to bring the campaign to life, supported by a major summer media and retail activation.
• The launch follows the April refresh of the Jacob’s Creek UK range, with lighter, more refreshing styles and clearer taste cues.
• The campaign is backed by Vinarchy’s biggest investment behind Jacob’s Creek, one of its global pillar brands.
Jacob’s Creek has launched ‘Welcome to the Creek’, a new global brand platform designed to reconnect one of the world’s most recognised wine brands with modern drinking occasions, simple shared pleasures and real connection — with the UK the first market to go live from today.
Backed by Vinarchy’s biggest investment behind Jacob’s Creek, the launch signals a renewed commitment to one of its global pillar brands. It brings together the brand’s refreshed UK range, major summer campaign support and a more distinctive role for Jacob’s Creek in how people choose, shop and share wine today.
‘Welcome to the Creek’ has been created for a world that can feel increasingly curated, distracted and ‘always on’. It gives the Jacob’s Creek brand a warmer, more confident energy, celebrating connection without pressure, easy enjoyment, and the kind of unfiltered moments that bring people together.
The campaign follows the April launch of a refreshed UK range shaped around lighter, more refreshing styles and clear taste cues, including Juicy & Smooth, Refreshing & Lively, Vibrant & Fruity, and Zesty & Fresh, helping people navigate wine by flavour, occasion and mood, instead of by varietal. Across the UK summer, the relaunch will come to life through a high-impact multi-channel campaign across television, streaming, digital, social, outdoor and retail environments. Activity includes a launch roadblock, Disney+ sponsorship, in-store activation, sampling and social content, supported by earned media and creator activity to build awareness, trial and cultural relevance.
Jacob’s Creek Global Brand Director Camille Mckay said, “‘Welcome to the Creek’ represents far more than a new campaign. It’s the first expression of a transformed Jacob’s Creek and an exciting new chapter for the brand. Built on the warmth, optimism and generosity of the Australian spirit, it brings to life our ambition to elevate Jacob’s Creek as a modern Australian icon and a champion of connection. Through vibrant storytelling, distinctive creative and a more contemporary expression of the brand, we’re inviting consumers into a world that feels more welcoming, inclusive and relevant.”
Jacob’s Creek is one of the world’s most recognised wine brands, distributed in more than 50 markets and awarded more than 8,500 times globally since 1981. Its UK relaunch follows Vinarchy’s formation in 2025 and reflects the company’s strategy to focus investment behind global pillar brands with clear roles in category growth and consumer relevance.
ENDS