Jam Shed has introduced a new posher tier of wines promising “bolder expressions and innovative flavours”.
The Aussie wine brand has unveiled Dark Jam Rich Red Blend, the first launch under its ‘Bold Jam’ tier of wines.
The tipple offered “a more indulgent, full-bodied style while staying true to the brand’s signature jammy profile”, according to Jam Shed.
It has landed in 373 Asda stores nationwide (rsp: £9/50/75cl).
Launched in 2017, Jam Shed was now worth £101m and “firmly established” as a top 10 wine brand”, Jam Shed supplier Vinarchy said, citing NIQ data [52 w/e 21 February 2026].
The brand held a “strong foothold in the red wine aisle,” with its core Shiraz and Malbec variants ranking as the second and fourth largest branded propositions in shiraz and malbec respectively, the supplier said.
The launch of Dark Jam was designed to “build on” the brand’s momentum and give retailers “clear opportunity to drive incremental spend through trading up”, it added.
“Dark Jam is a deliberate move to unlock premium growth for Jam Shed,” said Peter English, head of brand marketing at Vinarchy. “We know shoppers want to trade up within reds and are seeking bold flavours and brands that they know will deliver a taste profile they love.
“We can confidently say this launch delivers exactly that. It’s a richer, more intense expression at a price point that remains accessible, allowing our loyal consumers to enjoy a premium experience without compromise.”
Sales of Jam Shed declined by 1.1% on volumes down 2.3% last year, set against a still wine category that fell 0.8% on volumes down 3.0% [NIQ 52 w/e 6 September 2025].
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