A new Tropical Crush variety is being added to Jam Shed’s Fruits line-up in an effort to attract more consumers to the increasing flavour-infused wine market.
Rolling out in 545 Tesco stores, Jam Shed Tropical Crush (RRP: £7.25) is a 10% ABV blended white wine, with punchy guava, lychee and lime flavours with a smooth vanilla note”.
Tom Smith, marketing and category director at Vinarchy, noted that the flavoured wine category continues to thrive in the UK, showing a healthy 2.6% growth year on year, bucking trends seen in the wider wine market.
“Jam Shed Fruits has successfully carved out a premium opportunity using more exotic, complex flavour combinations,” Smith said. “With consumers gravitating towards fruity flavours in the warmer months, we’re confident Jam Shed Tropical Crush will not only attract new customers, but also boost category sales for stockists.”
The flavoured wine segment is now worth £96.5m, proving particularly popular with younger adult consumers – 31.5% of buyers are aged 44 or under, compared to just 15.7% in the total wine category.
The Jam Shed Fruits range, containing Rhubarb & Strawberry Smash and Black Forest Mess, has gone from strength to strength since its launch in October 2023. The brand is now worth £3.4m RSV after growing by 301% since last year.
