Accolade Wines has launched a Chardonnay wine, available in Asda and Morrisons from 20 April, before being made widely available in late 2021.

Jam Shed Chardonnay taps into a loyal customer base, capturing a new audience from the brand, and aims to help retailers capitalise on the chardonnay category, currently worth £495m and growing by 14%.

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The launch coincides with the return of the supplier’s ‘Win your jam’ neckflag prize competition, running until 31 August and will be supported with in-store PoS, as well as a integrated digital campaign.

Up to 10,000 prizes are available as part of the promotion, including the brand’s Jam Jars, £1 off a shopper’s next Jam Shed purchase, as well as gift cards redeemable for takeaway on Deliveroo, movie on Rakuten, or music on Google Play.

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Lindsay Holas, brand manager at Accolade Wines, said: “Jam Shed has had an incredible year of growth. To keep up the momentum, we are expanding our range and bringing back our popular neckflag prize competition.

“Jam Shed’s expansion into Malbec proved to be a hit with customers, with the wine now worth over £4m since its launch in August 2020. This gives us confidence that the time is right to introduce our first-ever white grab variety to our range.

“The new chardonnay will appeal to our loyal customers, who we know are open to trying new flavours, while also attracting a new audience trying Jam Shed for the first time.”

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