Jam Shed, the UK’s fastest growing top-50 wine brand[1], is launching a new Malbec variant to widen its portfolio and capture a new audience.
Available from August 2020, Jam Shed Malbec taps into the growing consumer demand for Argentinian Malbec, the third most popular red varietal in the UK[2]. The Malbec category is worth over £277m and is growing at a rate of 19.3% – faster than any other variety within the top 20[3].
Now worth £21.3m and reporting +112.7% value growth year-on-year[4], Jam Shed has seen phenomenal success since its first Shiraz SKU launched in 2017. It is now the UK’s 10th largest Australian wine brand and the third largest contributor in value to the Australian wine category.[5]
Jam-packed with rich, opulent plum and blackberry flavours and rounded off with a hint of cocoa and vanilla, the new Jam Shed Malbec is aimed at casual wine drinkers and is positioned as an accessible version to introduce new consumers to the category. It can be enjoyed at room temperature or served slightly chilled as a great accompaniment to barbeque, steak, or hard cheese courses.
Lindsay Holas, Brand Manager at Accolade Wines, said: “Jam Shed has been a runaway success since its launch, with its sweet flavour and irreverent brand look and feel appealing to casual wine drinkers. We have a higher brand loyalty than our competitors[6], so we’re confident this launch will support wine sales for retailers.
“Jam Shed Shiraz is the fastest growing wine in the top 50 UK wine brands[7]. We have sold over three million bottles a year in the UK of our debut Shiraz and with Malbec continuing to increase in popularity, the time is right to introduce a new variety to the Jam Shed family. The new affordable Malbec will appeal to our loyal customers, who we know are open to trying new flavours, as well as to those new customers wanting to try it for the first time.”
Jam Shed introduced its first ever neck flag promotion in March, as part of its ‘Win Shed Loads of Stuff’ campaign, which has received over 205,000 entrants to date – Grand Prize winners will be announced at the end of August. The brand is also currently running a summer promotion encouraging an ‘on-ice’ serve to increase penetration during the hotter months. The campaign is running across social media including influencer support, and is supported by in-store POS and a jam jar gift with purchase.
Jam Shed Malbec is available from £7 RRP in Tesco, Spar, Amazon and Ocado from August 2020.
[1] Nielsen Scantrack data 11.07.2020
[2] Wine Intelligence UK landscapes report 2019
[3] Wine Intelligence UK landscapes report 2019
[4] Nielsen Scantrack data to 13.06.20
[5] Nielsen Scantrack data to 13.06.20
[6] Nielson Scantrack , 13.06.20
[7] Kantar Word Panel, 12.07.20
