This Christmas, one of the UK’s largest Australian wine brands, Jam Shed, is giving its best-selling Shiraz variant a seasonal makeover. The limited-edition ‘Jam Sled’ collection reimagines the classic 750ml label with five striking designs, while the 1.5L mini box features a single festive design, each created to stand out on shelf.
Sprinkling seasonal fun along the aisles and perfect for sharing, entertaining, and added convenience over the festive season – the new packaging will roll out nationwide from late October.
Christmas is a key opportunity for wine in the UK; last year, in the final four weeks leading up to the day, Britons spent 3.4% more on table wine than they did in the year prior. With 19.7% of consumers admitting they would pay more for limited editions, Jam Sled is well-placed to help retailers grow their sales during this key season in the retail calendar.
Jam Shed has built its reputation on being, delicious, bold and jammy, with the Shiraz having sweet red berry flavours, perfectly balanced with subtle hints of vanilla and spice, and this limited-edition format gives new and existing fans yet another reason to engage with the brand.
Peter English, head of brand marketing – Europe at Vinarchy, said: “Christmas is a critical trading period for the wine category, and we wanted to give shoppers another reason to reach for Jam Shed. By introducing a new seasonal look to a fan-favourite, we’re giving shoppers something that’s both familiar and fun, whilst helping retailers unlock growth in a competitive festive market. That combination gives us every reason to believe that Jam Shed will be front of mind – and in baskets – at the most important time of the year.”
Dining and Cooking