Accolade Wines builds on Jam Shed growth with Chilean Merlot launch

Accolade Wines is expanding its Jam Shed wine brand with the launch of a Chilean Merlot variety.

Available this month to convenience and wholesale with an RRP of £7, Chilean Merlot is the fifth wine in Jam Shed’s portfolio, joining Shiraz, Malbec, Chardonnay and Rosé varieties.

The launch comes as Jam Shed is now worth £57.5m, having grown 90% year on year to become the fourth most frequently purchased brand among the top 20 UK off-trade wine brands in the past year.

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Lindsay Holas, Accolade Wines brand manager, said: “Merlot has long been hailed as one of the most popular wines in the UK and we’re confident this new varietal, sourced from an iconic South American wine region, will allow us to grow even further. In less than two years since launch, Jam Shed Malbec has skyrocketed to become the UK’s number two Argentine SKU, demonstrating its popularity in the South American fixture and we’re pleased to add Chilean Merlot to the collection.

“Jam Shed has a big a role to play in 2022 to make the wine category clear and accessible to consumers, as well as offering fresh and innovative NPD and exciting POS, that attracts attention in-store.”

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