Jam Shed: new white launches with promo competition


This spring, Jam Shed wine is looking to build on its success by launching a new Chardonnay variant – the first white grape variety in its portfolio – perfectly timed to coincide with the return of its “Win Your Jam” neckflag prize competition.

Jam Shed Chardonnay taps into a loyal customer base, capturing a new audience for the brand. Available to independent retailers from summer/autumn 2021, the Chardonnay category is currently worth over £495M and growing at a rate of 14 per cent.

Now worth £40m and reporting +142 per cent value growth year-on-year, Jam Shed has seen phenomenal success since its first Shiraz SKU launched in 2017. Jam Shed’s “Win Your Jam” competition returns following the success of last year’s activation, which had over 200k entries. To further capitalise on this momentum and maintain its position as the 25th biggest wine brand in the off-trade, Jam Shed is adding 2.5M neck tags to its entire portfolio in grocery, retail, and convenience channels.

A total of 10,000 prizes are available as part of the promotion, including the signature Jam Shed Jam Jars, £1 off next Jam Shed purchase and gift cards redeemable for takeaway on Deliveroo, movie on Rakuten, or music on Google Play.

Running until 31st August 2021, the competition will be supported with in-store POS, as well as an integrated digital campaign, and a call to action to a dedicated website – https://www.winyourjam.com/.

“Jam Shed has had an incredible year of growth,” said Lindsay Holas, Accolade Wines’ Brand Manager. “Jam Shed’s expansion into Malbec proved to be a hit with consumers, with the wine now worth over £4M since its launch in August 2020. This gives us confidence that the time is right to introduce our first-ever white grape variety to the Jam Shed family. ”