Has Britain's love affair with Jacob's Creek turned sour? Popular wine endorsed by Naomi Watts and Chris Hemsworth is disappearing from shop shelves having been ditched by French drinks giant
- The popular brand was loved for its low price tag and fruity taste
It has been the forerunner for accessible Australian wine for decades, but now Jacob's Creek is running dry as it falls out of favour with British drinkers.
The popular brand, endorsed by Naomi Watts and Chris Hemsworth, was once consumed en masse by Brits — loved for its low price tag and fruity taste.
It was the official wine sponsor for Wimbledon from 2010 to 2015 and even featured in the Channel 4 sitcom Father Ted back in 1996.
But now, the brand is disappearing from shop shelves, having been ditched by a French drinks giant and set aside by Brits in favour of other varieties.
Last week it was announced that Paris-based Pernod Ricard would sell off Jacob's Creek and other wine brands including Campo Viejo and Brancott Estate.
These will be sold to the owner of Australia's Accolade Wines, which will allow the company to redirect its resources to its spirits and champagne business.
Jacob's Creek has previously been endorsed by actress Naomi Watts (pictured)
Jacob's Creek featured heavily in an episode of the 1990s sitcom Father Ted where Father Jack recognised a bottle of Creek's 1991 chardonnay based on its clinking sound as it banged against another bottle
Philip Laffer, Jacob's Creek's former Chief Winemaker, (pictured in 2009)
Chris Hemsworth and Elsa Pataky enjoying a glass of Jacob's Creek Double Barrel among the vineyard in the Barossa (pictured)
Pernod said its wine sales had fallen by 9 per cent year-on-year, which has mainly been driven by dwindling demand in the UK and North America.
It posted more than £10billion in sales last year and profits of £2.8billion. Wine made up just 4 per cent.
It did not disclose the value of the deal but said the sold portfolio produces more than 10m cases every year.
Meanwhile, Jacob's Creek is becoming increasingly hard to find in British supermarkets.
Tesco and Morrisons do not stock it, Asda only offers its more premium shiraz and Waitrose sells only the £11.99 shiraz red wine.
Jamie Matthewson, a wine trading manager at Waitrose, said wine had become 'less concentrated' on specific brands over the years.
Last week it was announced that Paris-based Pernod Ricard would sell off Jacob's Creek and other wine brands including Campo Viejo and Brancott Estate. Pictured: A bottle of Jacob's Creek's sparkling rose
Andy Murray (pictured) in the men's singles match in 2010 where Jacob's Creek was a sponsor
A Style on the Downs winner in 2006 celebrates with a bottle of Jacob's Creek
A Style on the Downs runner up in 2006 celebrates with a bottle of Jacobs Creek
Two ladies pictured with bottles of Jacob's Creek at the US Open kick-off in 2015
He told The Times: 'Consumers have become more adventurous, helped by better availability of more rare varieties in smaller volumes and more styles — like orange wine and pét nat [naturally sparkling wine],' he said.
According to the most recent data, the leading brand of table wine by sales in the UK is Hardys. Hardys generated over £317million in 2023.
The leading competitor, Yellow Tail, earned approximately £258million in wine sales last year.
But it's not all bad for Jacob's Creek. According to a YouGov survey, the brand remains in the top 10 of most popular alcohol brands in the country as of 2024.
It received a rating of 76 per cent for fame and 47 per cent for popularity, with only 6 per cent saying the disliked it.
The most popular brand is Irish cream liqueur business Baileys, followed by Jack Daniel's, Smirnoff, Bacardi and Captain Morgan.
Novak Djokovic pictured in a Jacob's Creek apron as he attends the kick-off party for the US Open in 2015
Professional golfer Joe Ogilvie pictured in 2003 enjoying a glass of Jacob's Creek after winning the Open Championship at the Kooyonga Golf Club in Adelaide
Jacob's Creek is steeped in history, dating back to its first vineyard being planted in 1847 by Johann Gamp. It takes its name from the creek situated in the Barossa Valley, South Australia.
A statement by Pernod Ricard said: 'We will sell our wine division to a player of global scale, with a route to market solely dedicated to the wine industry. Its wine brands will benefit from the focus required to achieve their potential, reinforce their position, and seize new opportunities around the world.'
