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E&J Gallo to psychoanalyse tweets of Apothic Red drinkers

Published:  19 February, 2015

E&J Gallo is ramping up its marketing activity for its Apothic Red wine brand by aiming to psychoanalyse consumers on social media after seeing UK sales double in 2014.

E&J GalloApothic Red wine is pschoanalysing tweets as part of its marketing

The brand is launching what it claims it Twitter's first ever psychoanalysis tool, based on an algorithm developed by Harley Street psychotherapist Dr Sandra Scott.

The tool analyses keywords and sentiment, pre-determined by Scott, of a user's last 3,500 tweets to reveal their 'dark side' persona.

The study reveals four different 'dark side' personas in Britain today - defined as passionate, egotistic, materialistic and mischievous.

The brand is inviting consumers who want to talk through the findings with Scott first hand to visit pop-up bars in 24 Sainsbury's and Tesco stores. It ran an initial session in London's Old Spitalfields earlier this month. The Apothic Red Pop up Bar there will offer samples by the glass (as well as the opportunity to buy) until today, February 19.

Inessa Melnikova, associate marketing manager at E&J Gallo said the new tool not only highlights Apothic Red's "innovative spirit, it also echoes the mysticism associated with the brand".

"Our research has shown that many Apothic Red drinkers are reluctant red wine drinkers who have been intrigued by the unique and mysterious flavours that Apothic Red offers. We are confident that this initiative will capture the imagination of both new and existing drinkers, optimise trial and drive awareness of the brand across the UK. "

Apothic Red's unique style, which was lambasted by wine critics for its sweet profile, is created using a blend of four California red grapes- Zinfandel, Merlot, Syrah and Cabernet Sauvignon. Gallo's vice president EMEA Bill Roberts, told last year that it was "very different from previous Gallo brands" and had polarised opinion among drinkers while at the same time "wildly exceeding expectations" in terms of sales.

Apothic Red is available across the UK with an rrp of £9.99.

E&J Gallo was set up in Modesto, California in 1933. It has nine wineries in California and Washington and its brands include Gallo Family Vineyards, Barefoot Cellars, Apothic, Louis M. Martini, MacMurray Estate Vineyards and Turning Leaf.