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Accolade Wines expands Mini Box offering with Jam Shed Shiraz

Accolade Wines expands Mini Box offering with Jam Shed Shiraz
Andy Marino
By Andy MarinoNov 12, 2024
Andy Marino
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Hot on the heels of the launch of Mud House Sauvignon Blanc in Mini Box format, Accolade Wines is continuing to diversify and is expanding its mini-boxed wine portfolio with the addition of fan-favourite wine: Jam Shed Shiraz – guaranteed to stay fresh for up to six weeks.

Known for its rich, bold and jammy flavour profile, the Jam Shed Shiraz Mini Box is widely available across grocery and retail channels. A key benefit of boxed wine is that its freshness and quality is preserved for up to six weeks after opening, so consumers can savour the wine at their own pace or share with friends over multiple occasions. Delivering a 26 per cent overall size reduction and a 13.6 per cent cardboard by weight reduction compared to Accolade’s previous 1.5L format, this innovation sets a new standard across the category, proving it’s possible to prioritise convenience and sustainability, without compromising on taste.

The Jam Shed Shiraz Mini Box features similar functional, clear messaging that educates and engages consumers at the point of sale, such as on-pack distinct flavour cues, designed to enhance brand recognition and make it easier for shoppers to navigate. Whilst, retailers can benefit from enhanced efficiency, with the design allowing for 12.7 per cent more wine per pallet compared to Accolade’s previous 1.5L boxes.

The launch comes off the back of new research conducted by Accolade Wines, that has explored consumer’s evolving attitudes towards alternative wine packaging. The research identifies significant barriers to broader adoption, including the generational divide in the acceptance and preference for alternative wine packaging. The research also highlights the need for innovation in boxed wine design and messaging.

“With the festive season just around the corner, the launch of the Jam Shed Shiraz Mini Box couldn’t be timelier," said Lucy Ramsay, Head of Portfolio, Innovation and Sustainability - Europe, at Accolade Wines, "It’s ideal for social, holiday gatherings, making it easy to share a delicious, quality wine with friends and family. Plus, its guaranteed freshness for up to six weeks after opening means that consumers can savour the taste of Christmas long after the festivities have ended.

“There’s still a big job to be done in terms of educating consumers about the benefits of alternative wine packaging and breaking down long-standing stigma, but Accolade Wines is entirely committed to driving this change through the launch of our new Mini Boxes, including Jam Shed and the recently launched Mud House Sauvignon Blanc”.

jam shedwinemini boxaccolade wineslucy ramsay

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A complaint against a Jam Shed wine point of sale display has not been upheld by the alcohol industry’s Independent Complaints Panel (ICP).

The complaint, made by a member of the public, raised concerns that the display, which featured the marketing slogan “wine for drinking, not overthinking”, may encourage irresponsible and immoderate consumption.

The Panel considered whether the point-of-sale material could encourage irresponsible or immoderate consumption, under Code rule 3.2(f) as raised by the complainant.

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The Panel considered that the brand identity provided a certain level of context to the intended meaning of the line but that there was an element of ambiguity which could have been made clearer as to the intended meaning of ‘overthinking’. On this point, the Panel warned producers that where marketing was ambiguous it could lead to an unintentional breach of the Code.

After much deliberation, the Panel concluded that while the wording was very close to the line of acceptability, the marketing material did not encourage immoderate or irresponsible consumption. Accordingly, the Panel did not find the point of sale material in breach of Code rule 3.2(f).

The Panel also considered whether the point of sale material urged a rapid or ‘down in one’ style of consumption, in breach of Code rule 3.2(g). The Panel assessed the rest of the marketing material and considered that it did not contain any cues which suggested a consumer should drink rapidly or encouraged a ‘down in one’ style of consumption. On that basis, the Panel concluded that the material did not breach Code rule 3.2(g) and accordingly did not uphold the complaint.

On being notified about the complaint, the company voluntarily removed the display and confirmed it would not use the phrase in future campaigns.

“While the Panel didn’t uphold the complaint in this instance, they still considered the wording of the point-of-sale display very close to the line of acceptability," said Chair of the Independent Complaints Panel, Rachel Childs. "It’s important for producers to be aware that ambiguous marketing could lead to unintentional breaches of the Code and I am grateful to the producer in this case for removing the campaign voluntarily which demonstrates their commitment to responsible marketing.”