Jam Shed brings an innovative launch to RTDs
WINE brand Jam Shed is set to invigorate the RTD sector with the launch of its new Jammy Red Wine & Cola cans.
Marking a bold new flavour innovation from the brand, the Jam Shed Jammy Red Wine X Cola variant comes in a 250ml can and offers shoppers a refreshing, flavour-forward canned wine option that blends Jam Shed’s signature rich, jammy red wine with the fizz and sweetness of cola.
The new RTD takes inspiration from the classic Spanish serve ‘Calimocho’ – one part red wine and one part cola or another carbonated soft drink – and looks to turn heads in the RTD sector and grab the attention of shoppers seeking variation from canned cocktail options.
Additionally, the new launch comes supported by strong consumer research as parent firm Vinarchy noted that 76% of respondents surveyed by the firm indicated they would buy the cans as an incremental basket item.
The 250ml cans will initially launch across B&M, Home Bargains and Savers this May, with plans to roll out on a wider basis across the summer including into Tesco stores this August.
In-store activity will also support the launch along with sampling opportunities across UK festivals, branded activations, influencer partnerships and a below-the-line campaign across key summer months to help drive trial and awareness with key consumer groups.
Peter English, head of brand marketing at Vinarhcy, said: “Jam Shed is a brand built on disruption and bold flavour, and this launch is no different.
“Perfectly timed for retailers looking to capitalise on summer drinking occasions, the Jammy Red Wine x Cola cans give shoppers something genuinely new and exciting to reach for.
“Consumer appetite for convenient, flavour-forward options is only growing, and Jam Shed is well positioned to capitalise on that momentum.”
