In true Jam Shed style, the brand is set to shake up the buoyant ready-to-drink (RTD) category with a unique and bold new flavour innovation: Jammy Red Wine x Cola. The 250ml cans will initially launch into B&M, Home Bargains & Savers this May and are designed to unlock new occasions for wine and excite shoppers amidst the growing demand for convenient ready-to-drink formats.
Perfect for on-the-go occasions, picnics, BBQs and festivals, Jammy Red Wine x Cola offers shoppers a refreshing and flavour-forward canned wine option ahead of the UK’s warming weather. The launch comes at a fruitful time for the RTD category, with the segment delivering double-digit growth across the UK[1].As a top 10 wine brand by penetration, and with the second largest branded Shiraz in the total market[3], Jam Shed brings familiarity and strong red wine credentials to expand the repertoire of existing shoppers while also recruiting new shoppers from the RTD category.
Jammy Red Wine x Cola combines two distinct and well-loved taste profiles: Jam Shed’s signature rich, jammy red wine and the familiar fizz of cola. Taking inspiration from the beloved Spanish classic, ‘Calimocho’, the flavour-forward jammy red wine mix-up is designed to turn heads at fixture. Supported by strong consumer research, with 76% of those surveyed indicating they would buy the cans as an incremental basket item, the launch is well placed to broaden Jam Shed’s relevance and recruit shoppers to drive incremental sales for retail partners.
Grocery channels can expect the cans to hit shelves later this summer, launching in Tesco in August. In-store activity will be supported by sampling at festivals, branded activations, influencer partnerships and a below-the-line campaign across key summer months to drive trial and awareness.
Peter English, head of brand marketing at Vinarchy, said: “Jam Shed is a brand built on disruption and bold flavour, and this launch is no different. Perfectly timed for retailers looking to capitalise on summer drinking occasions, the Jammy Red Wine x Cola cans give shoppers something genuinely new and exciting to reach for. Consumer appetite for convenient, flavour-forward options is only growing, and Jam Shed is well positioned to capitalise on that momentum.”
