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Gallo targets new wine drinkers with its first fruit and low-alcohol wine ranges

Published:  27 February, 2015

American wine giant, E& J Gallo, is continuing its drive to appeal to so-called millennial consumers, with the UK launch of a low-alcohol and a fruit wine range which are targeted at drinkers who are currently intimidated by wine but aspire to drink it.

"These are younger consumers who are cider or beer drinkers and are finding their way into wine," said Bill Roberts, general manager of E&J Gallo, Europe, Middle East & Africa. "We want to make wines that are accessible to new consumers and there are still some barriers that need to broken down. Wine can be viewed as too risky, and the wine fixture can be a very intimidating place."

Gallo Wines, Spritz BottlesGallo Wines, Spritz Bottles

Gallo Family Vineyards Spritz is a fruit wine aimed at those younger consumers who do not have much confidence in navigating their way around the wine aisles, primarily young women aged between 22 - 30 who like the sophistication of wine but are less keen on the taste.

It comes in two varieties - Passionfruit and Pineapple with a Pinot Grigio base, and Raspberry and Pineapple with a Grenache Rose base.

"Gallo Spritz provides consumers with a new sweeter fruity wine with the reassurance of an established and quality brand behind it that will help them to explore the wine category with greater confidence, " said Roberts.

The launch in May will be supported by a £1m marketing campaign aimed to reach more than 15 million consumers, and will include include social media, sampling and PR.

Meanwhile Barefoot Refresh is being launched into the UK market to join the rest of the Barefoot stable, and is targeted at wine drinkers who switch to beer or cider for a thirst quenching drink as traditional wines do not fulfil that requirement.

The range of three varietals in the Barefoot Refresh range have a signature fizz, and a relatively low alcohol content at 9% abv for the Perfectly Pink, and Crisp White, and 10% abv for the Crisp Red.

Since its launch in the US three years ago Barefoot has become the world's top selling bottled brand. It has also enjoyed a 40% year-on-year increase in sales in the UK and is currently the 13th best selling brand in the off-trade (Neilsen figures).

Roberts conceded that future growth may not continue at such a pace, but said he still expected to see "aggressive growth".

The two new ranges are on the back of the introduction of Apothic Red (13% abv) which is "leading growth in the red blend category," said Roberts.

Barefoot Refresh is available in Tesco at £6.99, and will be rolled out across other retailers, while Gallo Spritz will be available from May, priced at £5.99.