Jam Shed gets bolder and richer with new premium Dark Jam launch

Disruptor wine brand, Jam Shed, is launching a new premium tier that delivers bolder expressions and innovative flavours. Dark Jam Rich Red Blend marks the first release under this new ‘Bold Jam’ tier. The Australian red blend has been developed to drive value growth as a clear trade-up option, offering a more indulgent, full-bodied style while staying true to the brand’s signature jammy profile. Available in 373 Asda stores nationwide now, Dark Jam will retail at £9.50.

Now worth £101m RSV, Jam Shed continues to drive growth and is firmly established as a top 10 brand for penetration in the category.^[1] Its strong foothold in the red wine aisle is underpinned by standout core SKUs, with Jam Shed Shiraz ranking as the second largest branded Shiraz and Jam Shed Malbec as the fourth largest branded Malbec in the total market.^[2] Dark Jam builds directly on this momentum, giving retailers a clear opportunity to drive incremental spend through trading up. The launch also aligns with wider category trends, where accessible premium Australian reds are in growth^[3].

With flavour cited as a top three purchase driver for 45% of UK wine drinkers, Dark Jam is designed to convert shoppers seeking richer, more indulgent styles while remaining accessible.^[4]  Flavour-wise, Dark Jam Rich Red Blend pours a deep crimson purple and opens with sweet cherry and dark red fruit notes, layered with mocha, vanilla and spice. The palate is dense and rich, with ripe blackcurrant, plum, cherry and blackberry, balanced by soft tannins and a smooth oak finish.

Peter English, Head of Brand Marketing at Vinarchy, said: “Dark Jam is a deliberate move to unlock premium growth for Jam Shed. We know shoppers want to trade up within reds and are seeking bold flavours and brands that they know will deliver a taste profile they love. We can confidently say this launch delivers exactly that. It’s a richer, more intense expression at a price point that remains accessible, allowing our loyal consumers to enjoy a premium experience without compromise.”

The launch forms part of a wider strategy to expand Jam Shed into premium occasions, with further distribution planned later in the year to build scale and accelerate growth. It also aligns to the brand’s recent campaign, “There’s No Such Thing As Too Jammy”, with Bold Jam delivering on the brand’s promise of delicious, flavour-forward wines. Bold Jam is further supported by eye-catching, premium packaging to maximise visibility in-store.