Continuing its mission to defy category conventions, Jam Shed is bringing its dynamically disruptive personality to the sparkling wine market with the launch of new Jam Shed Sparkling Rosé, available now in Asda.
Combining eye-catching bottle designs with a bang on-trend taste profile, Jam Shed Sparkling is set to drive awarenss and engagement across the brand’s hugely successful current jammy range.
As one of the UK’s fastest growing ‘still wine’ brands, Jam Shed has shedloads of insight into what really makes modern wine consumers tick and this new launch is set to boost sales and increase consumption occasions by offering something truly sparkling, fresh, and exciting to the wider category.
This brand-new delicate Australian sparkling rosé is jam packed with hints of delicious cream and sweet summer berries, as well as simply bursting with bubbles. Jam Shed Sparkling Rosé aims to increase frequency with current brand advocates – who know and trust the sweet taste of the jammy red – as well as encouraging new consumers into the category with the promise of something new.
With younger consumers currently driving the post-covid recovery in sparkling wine overall, rosé plays a central role due to its sweeter taste appealing to these audiences. Jam Shed’s core audience already know and trust the sweet taste of the jammy red, and Jam Shed Rosé now offers retailers an incremental sales opportunity to encourage shoppers to add a new bottle of rosé to their basket, alongside their current Jam Shed favourite.
Expanding consistently due to its accessible taste, eye-catchingly disruptive labels, and distinct brand personality, recent launches have led to Jam Shed having the most valuable wine shoppers in the category, and the portfolio now worth £87m.
Tom Smith, marketing director – Europe, Accolade Wines, said: “Jam Shed’s success is built on doing things differently in a sometimes far too traditional category. Our consumers are younger, more demanding and faced with lots of choice and we know we must deliver genuine engagement and excitement to keep them coming back for more. Jam Shed Sparkling Rosé is the right product to put some real fizz into retailers’ sales in 2023.
“Our Shed Heads love engaging with the brand on social media, and this means we have an intimate understanding of our consumers. We know they will love the addition of a sparkling product to the range, as well as the corked bottle, and we will continue to drive engagement with the whole Jam Shed portfolio through fun and humorous content across all our social platforms.”
Jam Shed launched its Shedloads campaign last summer, blurring boundaries between red and chilled, so it’s already a brand with roots in social summer occasions, which sparkling rosé fits right into.
