Jam Shed sets sights on summer sales with launch of new California Rosé variety


Jam Shed is tapping into the ever-growing rosé category with its first pink variant; Jam Shed California Rosé, available just in time for summer.

Renowned as the perfect drink for the warmer months, the rosé category is currently worth over £809M and growing at a rate of 25.7%. Jam Shed California Rosé is refreshing and punchy, with flavours of strawberries, cream and a hint of melon with a crisp finish.

Now worth £44m and reporting +120% value growth year-on-year, Jam Shed has seen phenomenal success since its first Shiraz SKU launched in 2017. The brand will now include four wines in its growing portfolio: Shiraz, Malbec, Chardonnay and Rosé. 

Lindsay Holas, Accolade Wines’ brand manager, said: “Jam Shed’s signature jammy, approachable style has proven to be a hit, and our new varietals will continue to excite our loyal ‘Shedheads’ and win over new consumers.

“We are confident the California Rosé will follow in the footsteps of our Malbec variant, already worth £6m despite only being launched in August last year. Jam Shed Chardonnay, which hit shelves only a few weeks ago, has also been extremely well received by consumers.”  

Jam Shed California Rosé (£7 RRP) is available from late May in Tesco, Asda, Sainsbury’s and Morrisons, with further listings to land later this year.