JAM JAR A HIT ON THE TODAY SHOW

February 2010

The unique South African wine Jam Jar Sweet Shiraz has received a terrific punt on the Today show, which attracts over 5.5 million viewers daily and is America's most popular morning television programme.

Jam Jar, made from grapes grown in the Paarl region, took pride of place during a Valentine's Day themed insert titled Sensuous Wine and Chocolate Combinations.

The insert featured Paul Grieco, the general manager and Sommelier of Hearth Restaurant in Manhattan's East Village. Grieco, who also owns Terroir Wine Bar, presented a series of wines and deserts which were sampled by Today show presenters Al Roker and Hoda Kotb. Grieco described Jam Jar as being "fruit forward", having "good length" and "not aggressive".

Visit http://today.msnbc.msn.com/id/26184891/vp/35331101#35331101 to view the clip.

"That NBC's Today show and hugely respected wine professional Paul Grieco elected to feature Jam Jar Sweet Shiraz on national television, is huge validation to the many consumers out there who like this style of wine. Too many people get hung up on what they're 'supposed' to like, and this segment was a message to them, that their preference towards a sweeter style is OK!" said Andre Shearer, the South African-born founder and CEO of Cape Classics which launched Jam Jar in the US market.

"We listened to our customers who articulated this void in the flavor spectrum, and created Jam Jar to fill that need. We're thrilled it continues to be so well received, by so many people."

Jam Jar is unapologetically accessible and populist. Its evocative packaging has a nostalgic "retro" feel with a red and white checkered screwcap, inspired by traditional jam jar lids. The suggested retail price in the USA is a modest $11.99 per bottle. The wine has been launched in South Africa, is available through Pick 'n Pay and retails for R39.99.

Jam Jar is crafted in a lighter style than a typical Shiraz, and strikes a balance between sweetness and acidity, making it a refreshing aperitif as well as a versatile partner for both savory foods and desserts. The wine is punted as "sweet perfection... Simple, pure and honest!"

The target market is people who are new to wine; those who prefer a sweeter style as well as existing wine drinkers looking to expand their horizons.

"I think the pairing was pretty cool overall, but the Jam Jar can take you through the savoury meal - spare ribs/burgers/pepperoni pizza - ('cause nothing says love like a pepperoni pizza!) and then into the sweeties ... pretty cool," said Grieco.

Established by CEO André Shearer in 1991, Cape Classics is the preeminent importer of South African wine into the USA, proudly representing 18 of the Cape's finest estates and labels. Nearly 25% of all bottled wine from South Africa available in the US bears the Cape Classics seal. Visit www.capeclassics.com or email for more information.

Back to Press Releases