Jam Shed Fruits, the UK’s number two flavoured wine brand[1], is invigorating the growing flavoured wine segment with its latest innovation – Jam Shed Tropical Crush – which aims to draw new wine drinkers into the category and taps into the rising popularity of fruit-infused drinks.
On the shelves now in 545 Tesco stores, Jam Shed Tropical Crush is a refreshing 10% ABV blended white wine, bursting with punchy guava, lychee and lime flavours with a smooth vanilla note that gives it the quintessential Jam Shed taste. Best served chilled or over ice with a slice of fresh lime, it’s the perfect companion for home gatherings or picnics.
Commenting on the launch, Tom Smith, marketing and category director at Vinarchy, said: “The flavoured wine category continues to thrive in the UK, showing a healthy +2.6% growth year on year[2], 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 £96.5 million, proving particularly effective at attracting younger adult consumers – 31.5% of buyers are aged 44 or under, compared to just 15.7% in the total wine category[3]. Furthermore, 65% of 18-34s express interest in wine-based cocktails, underlining the significant appeal of innovative and versatile wine products like Tropical Crush[4].
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 a staggering +301% since last year[5].
