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Gallo launches spritz summer campaign aimed at female millennials

Published:  20 June, 2017

Global wine company Gallo Family Vineyards are launching a new marketing campaign to promote the range’s new summer variants

The established Spritz range is launching Spritz Wild Strawberry (ABV 9%) during June and July specifically with its female millennial customers in mind.

The campaign, which consists of ATL and social media, represents a significant investment for the brand as it aims to develop the Spritz portfolio.

It also means to grow the Light & Fruity category as a whole, a category currently worth £106 million and growing by 14% year on year (Nielsen MAT 25.03.2017).

Made with Gallo White Zinfandel and blended with strawberry flavours, the Wild Strawberry variant has been created with the aim to bringing new consumers to the wine category and building on the growing trends towards fruit and flavoured wines.

The new variant joins the three existing in the range: Raspberry & Lime, Pineapple & Passionfruit and Peach & Nectarine (each 5.5% ABV).

“The light and fruity style of our Spritz drinks really resonates with younger consumers and this is something that we aim to really build on with our activities this summer,” said Olga Senkina, marketing director EMEA at E&J Gallo, which will also launch a new shipper design across the Spritz range with the aim of increasing differentiation in cash and carry channels.