Jam Shed is launching a new Malbec variant to widen its portfolio and capture a new audience.
Jam Shed Malbec taps into the growing consumer demand for Argentinian Malbec, the third most popular red varietal in the UK. The Malbec category is worth over £277m and is growing at a rate of 19.3% – faster than any other variety within the top 20.
Offering “rich, opulent plum and blackberry flavours and rounded off with a hint of cocoa and vanilla,” the new Jam Shed Malbec is aimed at casual wine drinkers and is positioned as an accessible version to introduce new consumers to the category.
Lindsay Holas, Brand Manager at Accolade Wines, said: “Jam Shed has been a runaway success since its launch, with its sweet flavour and irreverent brand look and feel appealing to casual wine drinkers. We have a higher brand loyalty than our competitors, so we’re confident this launch will support wine sales for retailers.”
Jam Shed Malbec (75cl, RSP £7) is available from August 2020.
