Gallo announces UK plans

01 March, 2016

E&J Gallo, the world’s largest wine producer, has unveiled its plans for supporting its major brands in the UK.

Its Barefoot brand, which claims to be the number one bottled wine brand in the world and the fastest growing top five brand in the US, has two new varieties: Malbec and Chardonnay.

Gallo vice president and general manager for Europe, Middle East and Africa (EMEA), Bill Roberts, told Drinks International that the Malbec is probably the only Malbec to come out of California.

The brand which has majored on supporting community and charity events, LGBT (Lesbian, Gay, Bisexual and Transgender) and its Beach Rescue projects, grew by 24% in both volume and revenue in the UK in 2015.

The Gallo Family Vineyards low alcohol Spritz range has a new blend - Peach and Nectarine, which is released in May. It is the number two brand in the light and fruity wine category estimated to be worth £104 million, after Accolade Wines’ Echo Falls and is growing at 60%, according to Nielsen MAT to January, 2016.

Roberts said the aim is to contact 6m consumers both online and through digital marketing plus get 300,000 to sample the Spritz brands at festivals, fairs and city centres with its mobile “Fun bus”.

Next up is Gallo’s premium wines. There are two new Dark Horse varieties: 2014 Merlot and a 2015 Sauvignon Blanc. Roberts said that Dark Horse is the number one premium wine brand in the US. He said the Dark Horse Chardonnay is a return to the old oaky Californian style of Chardonnay. “I think the pendulum has swung too far the other way,” he commented.

As to Canyon Road, Roberts said that brand is specifically targeted at the on trade or premise and the company was focusing on casual dining opportunities along with golf clubs and occasions such as weddings. He expected the wine to be on lists at around £15-£25 but foresees a big opportunity for promoting it “by the glass”.

Finally, Gallo’s vodka brand, New Amsterdam. The company is specifically targeting 21 to 34-year-old “city-minded millennials. Roberts said the 37.5% abv, 100% US-made grain vodka, is the number three vodka in the US and the fastest growing spirits brand to sell 1m cases by becoming the UK millennials’ number one vodka brand in 2016”.

A litre bottle has just been introduced and a 35cl arrives in June.

Keywords: wine, E&J Gallo, Barefoot

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