Accolade Wines’ Jam Shed Malbec

Category – Wine, Argentina, 13% abv

Available – From this month

Location – The UK, available in the off-premise channel through branches of Tesco and Spar, and online at Amazon and Ocado

Price – SRP of GBP7 (US$9.25) per bottle

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Accolade Wines has launched a second varietal under its Jam Shed brand.

The Argentinian Malbec joins the existing South Australian Shiraz in Jam Shed’s portfolio. Accolade said the new launch comes as sales of Jam Shed Shiraz are hitting 3m bottles a year in the UK, becoming the country’s tenth-largest Australian wine brand.

“Jam Shed Shiraz is the fastest-growing wine in the top 50 UK wine brands,” said Accolade brand manager Lindsay Holas. “The time is right to introduce a new variety to the Jam Shed family.”

According to the company, Jam Shed Malbec is aimed at casual wine drinkers as an “accessible version to introduce new consumers to the category”.

The brand has been supported by a recent campaign called ‘Jam Shed is not just for drinking’. The drive encourages influencers and consumers to get creative with the brand by making things such as red wine chocolate cakes.

How to reach Gen Z in the coronavirus era – Click here for a just-drinks focus