Jam Shed, the disruptive wine brand worth £94m, is turning up the heat in the wine fixture with Chilli Jam Spicy Chilli Rosé, available now in Asda.
Launching under the call to ‘Spice up your Jam’, Chilli Jam pairs a dry rosé and ripe berry flavours with a warm chilli finish, giving the spicy drinks trend a distinctly Jam Shed take.
As an established disruptor, Jam Shed has the permissibility and personality to lead the charge and inject the brand’s playfulness into the wine category. Chilli continues to gain traction across UK drinks, with consumer interest in spicy alcoholic drinks rising 6% year-on-year. While cocktails and RTDs have been quick to experiment with heat, Chilli Jam takes the flavour trend into a new part of the alcohol fixture, giving wine shoppers a more unexpected way into the trend.
It also follows a wave of spicy rosé serves and chilli-infused wine content across social media, giving Jam Shed an opportunity to translate a behaviour already generating interest into an off-the-shelf format.
Chilli Jam also joins Jam Shed’s newly launched premium range, adding a distinctive new flavour to the brand’s growing portfolio and giving retailers another way to tap into shoppers’ appetite for experimentation.
Grace Robertshawe, Jam Shed brand manager at Vinarchy, said: “With innovative flavours now the second most-cited attribute shoppers say they’d pay more for in wine, bringing something genuinely new to the fixture has never mattered more.”
“Jam Shed is the perfect brand to shake up the category with trend-led NPD like Chilli Jam – we’ve built our name on being the fun, playful disruptor our loyal shoppers keep coming back to, and Chilli Jam is the boldest expression of that yet. It’s exactly the kind of flavour moment that gets people talking, sharing and trying something new.”
