Jam Shed returns mulled wine recipe neck tags


Australian wine brand Jam Shed has re-launched its popular Mulled Wine Campaign ahead of Christmas.

Following last year’s success, the brand’s mulled wine recipe neck tags will appear on its bestselling Shiraz, looking to create the ultimate Christmas moment at home with easy to follow recipes.

The fast-growing wine brand, now worth £24.5 million, aims to tap into the key annual occasion for wine sales as approximately 27 per cent of the year’s value going through the 12-week Christmas period [Nielsen].

Jam Shed has seen phenomenal success since its first Shiraz SKU launched in 2017, and the brand is the UK’s 9th largest Australian wine brand, reporting 120 per cent value growth year-on-year [Nielsen].

Lindsay Holas, brand manager at Accolade Wines, said: “Lockdown has seen many drinking occasions shift back into our homes, and this year we’re sure consumers will want to try recreating this festive treat themselves. Our mulled wine recipe cards on each bottle will make it easier than ever. It also gives retailers the opportunity to cross category merchandise on the wine aisle to increase basket spend.”

The Jam Shed Mulled Wine campaign will be supported by a combination of in-store ad digital activity, including online recipe videos to follow at home. The brand has also partnered with a select group of pubs and restaurants to offer Jam Shed Mulled Wine in the on-trade.