Beloved drink from the 90s that disappeared is making a major comeback in Tesco. Anyone remember a mega-popular wine brand back in the 90s? Here’s a clue: it was Australian. It quietly disappeared from supermarket shelves without us even noticing, after being a major player in the world wine scene for years. And I mean big – at the height of its popularity, it was selling around 25 million bottles a year. Yes, of course, I’m talking about Jacob’s Creek.
To be fair, in Australia and Canada, it has remained at the top of its game, but here, as is often the way of things, it was replaced by newer, shinier bottles. If I’m completely honest, I can’t say I missed it massively over the years, but clearly, many people did, because it’s returning due to popular demand, at Tesco.
What happened to Jacob’s Creek?
First, let’s get to the bottom of what happened to the brand that effectively introduced the world to Australian wine. Aside from Hardy’s, of course, and Penfold’s at the pricier end. Jacob’s Creek was the flagship brand for mainstream Aussie wine in the 90s, hailed as ‘sunshine in a bottle’. To set the scene, this was a time when expensive European wines with complicated labels were the norm. Suddenly, here was an Australian wine that was affordable and made sense to the average person. Instead of ‘chateau’ this and ‘vineyard’ that, it had ‘Chardonnay’ and ‘Sauvignon Blanc’ loud and proud on the front label. You understood what you were getting, and the flavours were bold and crowd-pleasing too.
So, what went wrong? People got a headache, literally, from big and buttery Chardonnay and high-alcohol, fruit-pastel-like Shiraz. Then Aldi and Lidl exploded onto the scene, sourcing extremely drinkable wines and selling them at mind-blowingly competitive prices. Consumer loyalty shifted from big brands to sub-£10 price points in a heartbeat. To keep relevant, the ‘Big Five’ supermarkets had to become agile at monitoring people’s tastes and quickly respond with their own-label wines to suit them. Nowadays, for example, people aren’t interested in wines that make you want to have a lie-down after a couple of glasses. They’re drinking lighter-weight, drier wines with less alcohol. Look on any shelf, and you’ll see this reflected in the wine offering.
So, of course, the Jacob’s Creek launch has come off the back of extensive consumer research. Yes, they’ve clearly spent some money, and have identified a thirst for approachable, fruit-first wines which feel easy to choose and drink. That’s because it has been taken over by one of the world’s leading drinks companies, Vinarchy, which also owns Hardy’s and the Rioja brand, Campo Viejo. So, they’re not short of a few bob.
Peter English, Head of Brand Marketing at Vinarchy, told Metro: ‘Jacob’s Creek is one of those rare wine brands that people don’t just recognise – they remember. But this comeback isn’t just about looking back. We’re seeing demand from a new generation of wine drinkers who are looking for approachable, refreshing, lighter styles that fit modern drinking occasions. By leaning into refreshing, contemporary styles, Jacob’s Creek can reconnect with long‑time fans while genuinely welcoming new drinkers who may be discovering the brand for the first time.’
What’s in the new Jacob’s Creek range?
You can expect Jacob’s Creek’s relaunch to be everywhere this summer. It’s the brand’s largest global marketing investment to date, making sure the new wines are ‘unmissable’. The range comes complete with lighter grape varieties, easy-to-decipher packaging featuring buzzword descriptors like ‘juicy and smooth red’, ‘refreshing and lively rosé’, ‘zesty and fresh Sauvignon Blanc’ and ‘vibrant and fruity white’. And more styles are coming down the pipeline throughout the year. Importantly, they’re all under a tenner, £9.50 to be precise. The new range is said to be uncomplicated, modern and suitable for everyday quaffing.
I gave the whole range a taste, and here is my verdict:
- Jacob’s Creek Vibrant & Fruity White: At 12%, although they’ve brought the alcohol down, I would have expected 11 or 11.5%. The wine itself has a clean nectarine and apricot nose with a dab of ginger. On the palate, it’s fresh with lemon pith and a zesty, sherbety finish. Good, fresh flavours, with a hint of florals that lift the wine even further.
- Jacob’s Creek Refreshing & Lively Rosé: Light coral in colour, this one is all peaches and cream on the nose. This follows through to the palate, with the addition of a satsuma sherbet note. This could be my highlight of the range, going to show that hot countries like Australia give pale rosé even more bounteous fruit character than cooler climate countries like France.
- Jacob’s Creek Juicy & Smooth Red: I didn’t love the nose; there was too much alcohol blocking any fruit aromas. Again, this is 13% abv, which is too high. Take it down a notch, and you’ll have a more balanced wine. The palate was better, with plum and damson skin flavours abounding. Definitely a wine to chill for twenty minutes before consuming to gather the flavours together better.
- Jacob’s Creek Zesty & Fresh Sauvignon Blanc: With all the Sauvignon Blanc backlash going on, it’s positive to taste one that doesn’t smack you in the face with sweaty armpit and passion fruit notes. This has a fresh and herbaceous nose with a lovely hint of tinned pea aromas. Lots of lively lime, yellow apple and tangerine on the palate, good texture and a persistent finish.
In conclusion, this is an appealing range made for the modern British wine drinker. I like the packaging, which is contemporary and fresh, and the wine styles are current. I only wish they would have taken down the alcohol on all four; there’s no need to have 12 – 13% abv on wines that would taste just as good at 11 – 11.5%. Something for the ‘suggestions box’…
