Accolade Wines’ Jam Shed brand is bringing two new variants to the market, combining its jammy taste profile with fruity flavours.
Launching this month for an initial six-month exclusivity in Asda, Jam Shed Fruits comes in two new flavours: Rhubarb & Strawberry Smash and Black Forest Mess (both 10% ABV).
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”.
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.”
Following its six-month exclusive run in Asda, Jam Shed Fruits will be available market-wide from Spring 2024.
