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E&J Gallo invites consumers to discover their dark side

Published:  13 October, 2015

E&J Gallo is taking its premium wine brand Apothic Red to consumers around the UK through the month of October.

The leading US winery will set up a bespoke sampling stand in over 30 Sainsbury's and Tesco car parks.

The theme of the campaign is "Discover Your Dark Side". Aside from the sampling stand, the company has also created an Apothic App, designed to help customers reveal hidden personality traits.

The Apothic brand is aimed at young professionals who are attracted to a smoother, sweeter style of red wine. The wine itself is a blend of Zinfandel, Merlot, Syrah and Cabernet Sauvignon.

Despite being poorly received by wine critics on its launch in November 2013, the brand doubled sales through 2014.

Apothic Red from E&J Gallo

The company hopes the innovative new campaign will reach some 20,000 consumers. It follows on from the brand's pop-up bar in Spitalfields Market in February.

Olga Senkina, marketing director EMEA, said: "We are very excited to be taking Apothic Red on the road this autumn. By highlighting the brand's mysterious characteristics and encouraging trial, we hope to attract wine drinkers who would often be reluctant to drink red.

"Our sampling activity aims to capture the imagination of both new and existing drinkers, optimize trial and drive awareness of the brand across the UK."

Apothic Red is available from Sainsbury's, Morrisons, Waitrose, Asda, Tesco stores nationwide and is priced at £9.99.