Jam Shed is expanding its Fruits range with a new Tropical Crush variant that aims to draw more drinkers into the growing flavoured wine category.
Rolling out in 545 Tesco stores, Jam Shed Tropical Crush (RRP: £7.25) is a 10% ABV blended white wine, “bursting with punchy guava, lychee and lime flavours with a smooth vanilla note”.
Tom Smith, Marketing and Category Director at Vinarchy, commented: “The flavoured wine category continues to thrive in the UK, showing a healthy 2.6% growth year on year, bucking trends seen in the wider wine market.
“Jam Shed Fruits has successfully carved out a premium opportunity using more exotic, complex flavour combinations. With consumers gravitating towards fruity flavours in the warmer months, we’re confident Jam Shed Tropical Crush will not only attract new customers, but also boost category sales for stockists.”
The flavoured wine segment is now worth £96.5m, proving particularly popular with younger adult consumers – 31.5% of buyers are aged 44 or under, compared to just 15.7% in the total wine category.
The Jam Shed Fruits range, containing Rhubarb & Strawberry Smash and Black Forest Mess, has gone from strength to strength since its launch in October 2023. The brand is now worth £3.4m RSV after growing by 301% since last year.
