Jam Shed mulls over return of Christmas campaign

Jam Shed wine

Jam Shed has relaunched its mulled wine campaign ahead of the festive season, with the return of recipe neck tags on its bestselling Shiraz (RSP £7).

Following its success last Christmas, the campaign is supported with a combination of instore and digital activity, including online recipe videos.

Since its first Shiraz SKU launched in 2017, Jam Shed is now worth £24.5m and growing in value at 120% year-on-year. It is now the UK’s ninth-largest Australian wine brand and the third largest contributor in value to the Australian wine category with the highest purchase frequency.

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.”

The Christmas period is incredibly valuable to wine sales, with approximately 27% of the year’s value going through the 12-week Christmas period.

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