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Gallo's Autumn Red wine to appeal to younger consumers and white wine drinkers

Published:  20 November, 2014

Gallo Family Vineyards has added the "smooth and soft" Autumn Red wine, which tastes of blackberry and caramel, to its portfolio, alongside a marketing campaign with chef and forager Caroline Davey.

Autumn RedForager and chef Caroline Davey pictured with Gallo's new Autumn Red wine

Although not overtly sweet like some of its stablemates, it is a lighter style red wine which sits alongside the brand's much sweeter Summer wines, and the brand describes it as an "interesting addition" to the category.

Its campaign Explore the Great Indoors, encourages people to forage for flavours on their doorsteps and promotes homemade dishes made with foraged ingredients.

The Californian group describes the wine as "smooth and soft with flavours of blackberry and caramel".

It will be supported by sampling activity in key retailers during November and December, and an in-store experiential campaign.The launch of Autumn Red follows that of its sister wine Summer Rosé earlier this year.

Speaking at the global Wine Vision conference in London yesterday, Mintel's Jonny Forsyth said UK brands had been slow on the uptake of sweeter profile wines, unlike their French and US counterparts. But back in May, Gallo set out to replicate Moscato's stellar growth in the US this side of the Atlantic with its biggest ever investment in the sparkling wine range.

Since 2009 Moscato has grown at 481% in the US and has added $323 million to the wine category, according to IRI data to December 29, 2013. The Californian firm is now looking to tap into the UK's growing appetite for sweeter styles here In the UK. Since launching in 2011, Gallo Family Vineyards Summer Red, Gallo Family Vineyards Summer White and Gallo Family Vineyards Moscato have added £25 million to the category, says Nielsen data to March 29, 2014. Autumn Red is the latest addition to that line.

Alexis Byron, marketing manager for Gallo Family Vineyards EMEA, said: "Autumn Red is an exciting new wine for the Gallo Family Vineyards portfolio. Perfect for red wine lovers, but also those who traditionally stick to white, Autumn Red offers a smoother taste to many traditional red wines, bringing an interesting addition to the category."

Gallo Family Vineyards Autumn Red has an abv of 13.5% and is available now across the UK, with an rrp of £6.99.