Wine brand Jacob’s Creek has launched a major summer campaign which supports its refreshed UK range, which rolled out in April.

The UK is the first launch market of the global campaign, which is backed by Vinarchy’s biggest investment behind the brand.

‘Welcome to the Creek’ is a global brand platform which was made to strengthen the Jacob Creek’s presence across retail and summer occasions.

The wine brand launched the campaign across television, streaming, digital, social, outdoor and retail environments.

Additionally, there will be in-store activations, sampling and customer-led activity to boost awareness and create shelf visibility.

The refreshed range has been marketed using clear taste descriptors, including ‘Juicy & Smooth’ and ‘Refreshing & Lively’, to help simplify choice for shoppers and support conversion for retailers.

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The move aims to expand the brand’s reach to a wider generation of consumers and build momentum during the summer.

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.

‘’This relaunch is designed to help Jacob’s Creek stand out in a crowded category and make wine feel more approachable and enjoyable, while giving shoppers clearer, more intuitive ways to choose the right wine for the moment.”

This is part of a strategy designed to turn the familiarity of the wine brand into renewed shopper engagement by merging clearer product cues with significant media investments.