Jam Shed is extending its popular portfolio to introduce a new varietal, Chilean Merlot, following soaring growth. Available from January, the red wine is expected to resonate with loyal fans, as well as bringing in new, younger wine drinkers, supporting the wider category.
Merlot is one of the leading red wines in the UK[1], perfect for consumers looking for a high-quality, but easy drinking wine. Sourced from selected vineyards in Chile’s Central Valley, Jam Shed Merlot is rich and smooth with flavours of cherries, raspberry, and juicy plums.
Jam Shed is now worth £57.5m[2], growing 90% year on year following three years of triple digit growth. There are now five wines in its portfolio: Shiraz, Malbec, Chardonnay, Rosé, and Merlot.
Jam Shed is currently the fourth most frequently purchased brand among the top 20 UK off-trade wine brands3 in the past year.
Lindsay Holas, Accolade Wines’ Brand Manager, said: “2021 was a phenomenal year for Jam Shed. It’s a brand that has really captured the attention of UK wine drinkers, from our loyal ‘Shedheads’ who have created their own active community, to the casual wine consumer, who is drawn in by the bold packaging and returns for the great taste.
“Merlot has long been hailed as one of the most popular wines in the UK and we’re confident this new varietal, sourced from an iconic South American wine region, will allow us to grow even further. In less than two years since launch, Jam Shed Malbec has skyrocketed to become the UK’s number two Argentine SKU, demonstrating its popularity in the South American fixture and we’re pleased to add Chilean Merlot to the collection.
“Jam Shed has a big a role to play in 2022 to make the wine category clear and accessible to consumers, as well as offering fresh and innovative NPD and exciting POS, that attracts attention in-store.”
Jam Shed Chilean Merlot (RRP: £7) is available in grocery, convenience, wholesale and the on-trade from January 2022.
[1] https://www.thedrinksbusiness.com/2021/11/these-are-the-most-popular-wines-in-the-uk-new-survey-finds/
[2] Nielsen Scantrack data ending 6.11.21
