Serving up a SMASH HIT with Jam Shed Fruits

Wine disruptor Jam Shed is bringing two all-new variants to the wine market, combining its unique jammy taste profile with innovative fruity flavours that shoppers are sure to love, whichever way they drink it.

Launching in October 2023 for an initial six-month exclusivity in ASDA, Jam Shed Fruits comes in two exciting new flavours: Rhubarb & Strawberry Smash, and Black Forest Mess – offering a solution to shoppers interested in sweeter, more fruity products, from a brand they know will offer quality and the unique jammy taste that’s made it such a cult classic among “Shed Heads”.

Aiming to inject extra excitement into the Fruit Wine category, Jam Shed Fruits’ two new fruit wines are targeted primarily at younger shoppers, who are looking for a more complex and sophisticated fruit wine. With a premium feel and 10% ABV, Jam Shed Fruits fulfils this need, offering safe discovery via easy drinking, an approachable wine at an affordable price from a brand they know and trust.

The new Rhubarb & Strawberry Smash flavour is a vibrant, decadent rosé jam-packed with fruity flavour, with vibrant berry notes and smooth vanilla running throughout – perfect served over ice and topped with fresh strawberries.

Alongside this is the rich and jammy Black Forest Mess variant, a red wine based that is chock-a-block with flavours of cherry and chocolate, and a delectable hint of morello cherry – sure to surprise and delight shoppers, whether served chilled or room temperature.

Tom Smith, Marketing Director – Europe, Accolade Wines, said: “In a category that’s often traditional, Jam Shed has been a huge success. Its disruptive look and feel, combined with its unique and distinct jammy taste profile is what’s driven the brand forward to be one of the fastest-growing still wines on the market. With the launch of Jam Shed Fruits, we’re tapping into a desire for more complex, sophisticated fruit wines, and catering to the gap in the wine category to meet younger consumers’ needs for a fruity offering that inspires and excites.

“Our Shed Heads love engaging with the brand on social media, and this means we have an intimate understanding of our consumers. New products like Jam Shed Fruits help us to stand out in a traditional category and recruit new consumers through fruit wines that are not only easy to understand, but easy to enjoy, rivalling categories such as spirits, cocktails, and sweet ciders.”

Expanding consistently due to its accessible taste, eye-catchingly disruptive labels, and distinct brand personality, recent launches have led to Jam Shed having the most valuable wine shoppers in the category, and the portfolio now worth £87m.

Following its six-month exclusive run in ASDA, Jam Shed Fruits will be available market-wide from Spring 2024.