Accolade Wines is hoping to build on the growth of its Jam Shed wine brand with the launch of the new ‘Shedloads’ campaign across major UK cities.

The campaign features on large out-of-home displays, digital roadside screens and buses. It also includes six-second animated adverts on YouTube and social media advertising.

Accolade Wines to launch alcohol-free &Then

Tom Smith, marketing director for Europe at Accolade Wines, said Jam Shed is now worth £77m and is the 11th largest wine brand in the UK, with a value growth of 63.3%.

He added that Jam Shed over-indexes with younger, more casual wine drinkers, a demographic where traditional wine usually struggles to sell.

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