Vinarchy has paired the consumer demand for convenience with a move “designed to unlock new occasions for wine” by launching an RTD extension of its flagship Jam Shed wine brand.
Jammy Red Wine x Cola will debut in the UK off-premise next month, starting off in discount retail multiples B&M, Home Bargains and Savers ahead of a wider rollout through Tesco in August. The 7%-ABV mix of the Australian wine brand with cola will carry an SRP of GBP2.50 (US$3.40) per 25cl can.
The SKU will be supported by in-store activity, along with sampling at festivals and influencer partnerships over the summer.
Given Jam Shed’s position as the UK’s second-largest branded shiraz, according to Nielsen figures cited by Vinarchy, the group said it believes the brand “brings familiarity and strong red wine credentials to expand the repertoire of existing shoppers while also recruiting new shoppers from the RTD category”.
Vinarchy’s head of brand marketing, Peter English, added: “Jam Shed is a brand built on disruption and bold flavour, and this launch is no different. Consumer appetite for convenient, flavour-forward options is only growing, and Jam Shed is well-positioned to capitalise on that momentum.
Late last year, Vinarchy confirmed the commencement of a review of its full portfolio of brands. Group CEO Danny Celoni said in November that the company was “ rationalising our low-volume, non-core labels that no longer resonate with consumers or align with our growth plans”.
To date, no announcements on divestments have been forthcoming.
