Accolade Wines is adding a Malbec variety to its Jam Shed range in a bid to increase its appeal to ‘casual’ wine drinkers.

Available now, Jam Shed Malbec is designed to tap into the growing demand for Argentinian Malbec, the third most popular red blend in the UK.

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The Malbec category is worth more than £277m, and is growing at 19.3%, which is faster than any other variety within the top 20.

The new Jam Shed Malbec, RRP £7, is aimed at casual wine drinkers, positioned as an “accessible version” to introduce new consumers to the category. It can be enjoyed at room temperature or served slightly chilled.

Lindsay Holas, brand manager at Accolade Wines, said: “Jam Shed has been a success since its launch, with its sweet flavour appealing to casual wine drinkers.

“Jam Shed Shiraz is the fastest-growing wine in the top 50 UK wine brands. We have sold more than three million bottles a year in the UK of our debut Shiraz, and with Malbec continuing to increase in popularity, the time is right to introduce a new variety to the Jam Shed range.

“The new affordable Malbec will appeal to our loyal customers, who we know are open to trying new flavours, as well as to those new customers wanting to try it for the first time.”

Jam Shed introduced its first neck flag promotion in March, as part of its ‘Win shed loads of stuff’ campaign, which has received more than 205,000 entrants to date. Prize winners will be announced at the end of August.

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The brand is also currently running a summer promotion encouraging an ‘on-ice’ serve to increase penetration during the hotter months.

The campaign is running across social media. In-store PoS and jam jar gifts with purchase are available.

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