Jam Shed maintains brand momentum with first-ever white variety launch and new competition

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New variant

This spring, Jam Shed, the UK’s fastest growing top-50 wine brand, is looking to build on its success by launching a new Chardonnay variant – the first white grape variety in its portfolio – perfectly timed to coincide with the return of its ‘Win Your Jam’ neckflag prize competition.

Hailed as the most popular varietal of all white wines, Jam Shed Chardonnay taps into a loyal customer base, capturing a new audience for the brand. Available from April 2021, the Chardonnay category is currently worth over £495m and growing at a rate of 14%.

Aimed at casual wine drinkers and positioned as an accessible version to introduce new consumers to the category, Jam Shed Chardonnay is rich and creamy, with flavours of honey and toasty oak balanced with subtle hints of peaches and citrus.

Now worth £40m and reporting +142% value growth year-on-year, Jam Shed has seen phenomenal success since its first Shiraz SKU launched in 2017. Jam Shed’s ‘Win Your Jam’ competition returns following the success of last year’s activation, which had over 200k entries and helped propel Jam Shed to become the UK’s eighth largest Australian wine brand. To further capitalise on this momentum and maintain its position as the 25th biggest wine brand in the off-trade, Jam Shed is adding 2.5M neck tags to its entire portfolio in grocery, retail, and convenience channels.

A total of 10,000 prizes are available as part of the promotion, including the signature Jam Shed Jam Jars, £1 off next Jam Shed purchase and gift cards redeemable for takeaway on Deliveroo, movie on Rakuten, or music on Google Play.

Running until 31 August 2021, the competition will be supported with in-store POS, as well as an integrated digital campaign, and a call to action to a dedicated website – https://www.winyourjam.com/.

Lindsay Holas, Accolade Wines’ brand manager, said: “Jam Shed has had an incredible year of growth. To keep up the momentum, we are expanding our portfolio and bringing back our popular neckflag prize competition. 

“Jam Shed’s expansion in to Malbec proved to be a hit with consumers, with the wine now worth over £4M since its launch in August 2020. This gives us confidence that the time is right to introduce our first-ever white grape variety to the Jam Shed family. The new Chardonnay will appeal to our loyal customers, who we know are open to trying new flavours, whilst also attracting a new audience trying Jam Shed for the first time.”

Jam Shed Chardonnay is available from 20 April from £7 RRP in Asda and Morrisons, and launches in Tesco this summer. It will then be widely available in late 2021.