Jam Shed has moved into RTDs with what it claims is a “category-first” wine and cola premix.
Jammy Red Wine x Cola is the first wine-and-cola based RTD can on sale in the UK, according to Jam Shed. It will initially launch into B&M and Home Bargains this May, ahead of rolling into Tesco in August (rsp: £2.50/250ml).
The NPD was “designed to unlock new occasions for wine and excite shoppers amidst the growing demand for convenient ready-to-drink formats”, Jam Shed said.
Inspired by the Spanish classic serve ‘calimocho’, it combined Jam Shed’s “signature rich, jammy red wine” with the “familiar fizz of cola”.
With 76% of shoppers surveyed by Jam Shed indicating they would buy the cans as an incremental basket item, the launch was “well placed to broaden Jam Shed’s relevance and recruit shoppers to drive incremental sales for retail partners,” supplier Vinarchy said.
“Jam Shed is a brand built on disruption and bold flavour, and this launch is no different,” said Peter English, head of brand marketing at Vinarchy. “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.”
It comes after Jam Shed unveiled a new posher tier of wines called ‘Bold Jam’ earlier this month.
Dark Jam Rich Red Blend, the first launch under the Bold Jam tier, has hit Asda stores nationwide (rsp: £9.50/75cl).
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