Jam Shed: Troubleshooting the Brand. Part 1
Updated: Mar 9, 2020
Hello everyone! In the following 4 blog posts I will attempt to explain the decisions behind my re-branding of Jam Shed wine.
Jam Shed Wine
About Jam Shed Jam Shed, an Australian Shiraz produced by Accolade wines markets itself as a fun, casual and very sweet (hence the “Jam” in the title) red wine. The brand heavily promotes its “quirky” story, that of it being made in what was previously a jam factory, as well as its flavour profile – that of being “seriously jammy”. These features, especially the latter, provide the focus for most of the brands communications and are key elements of the brand’s personality. The wine is widely available for purchase in UK supermarkets, however according to the information provided to us by Accolade wines, the brand is suffering from low brand awareness.
Jam Shed Wine Communications
Current target audience From the brief provided, Jam Shed currently targets men of around 40 years old, who drink red wine but don't necessarily know much about it. They enjoy cooking and socialising and are easy-going, and they don’t tend to be picky when it comes to food or beverages. Whilst Jam Shed should continue to be targeted towards people who don’t consider themselves to be experts on wine, the age range needs to be significantly broadened. According to wine reports new wine drinkers tend to be much younger, the majority being between the ages of 18-24 than the current target audience. (Accolade Wines, 2018) Research shows that younger people have a preference for sweeter foods and beverages, and as individuals get older, they develop a preference for more bitter tastes. (Fleming, 2013) With this information a decision was made to widen the age range from 18-45, and to include men and women. Change #1: Target audience 18-45 individuals who enjoy wine but don't know much about it. They are easy-going, like to try new things and love socialising with friends and family.
Elements Worth Keeping As Alina Wheeler (2018) asserts, some elements must be retained in order to retain the existing brand equity. Jam Shed has an interesting back story- that of being produced in what was previously a jam factory - providing it with a memorable point of difference. This is an element worth keeping.
The Jam Shed label - featuring the Leasingham "Jam Shed" in the top right corner.
According to researchers, Britons have more of a sweet tooth than the average global citizen, which means that Jam Shed's sweet taste is an element that must stay. (Moody, 2016) Despite keeping these elements some changes will need to be made in order to build brand awareness and increase sales for Jam Shed. any branding initiatives involve re-positioning and redesign. (Alina Wheeler, 2018)
Accolade Wines (2019) Jam Shed Kingston University Brief
Aaker, D., and Joachimsthaler, E. (2000) ‘The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge.’ California Management Review 42(4), pp. 8-23. Accolade Wines (2018) Wine Nation UK Wine Report 2018. Available at: http://www.accoladewines.com/wp-content/uploads/documents/Accolade_WineReport_2018_Mars_v7_NEW_All%20pages_lw.pdf (Accessed 5 March 2020)
Drinks Retailing News UK (2019) Accolade Reports Strong Sales for its Key Mainstream Premium Brands. Available at : http://drinksretailingnews.co.uk/news/fullstory.php/aid/19004/Accolade_reports_strong_sales_for_its_key_mainstream_premium_brands.html
(Accessed 4 March 2020)
Fleming, A. (2013) Changing tastes: food and ageing. Available at: https://www.theguardian.com/lifeandstyle/wordofmouth/2013/jan/29/changing-tastes-food-and-aging (Accessed 5 March 2020)
Jam Shed (2019) Jam Shed wine. Available at: https://www.facebook.com/JamShedWine/photos/a.2144046765701877/2340191046087447/?type=3&theater (Accessed: 1 February 2020). Moody, O. (2016) Britain named and shamed for its sweet tooth. Available at: https://www.thetimes.co.uk/article/britain-named-and-shamed-for-its-sweet-tooth-xxwbhj7f9 (Accessed 5 March 2020)
Tauber, E.M. (1988) ‘Brand Leverage: Strategy for Growth in a Cost-Control World’, Journal of Advertising Research, vol. 28, pp. 26-30. Wheeler, A. (2018) Designing brand identity : an essential guide for the whole branding team Fifth.