Gallic Gallo arrives in the UK

Published: 23 July, 2008

Having taught the French a trick or two about marketing their own wine in the US, Gallo is set to launch its French wine brand, Red Bicyclette, in the UK.

The three-strong brand - Chardonnay, Merlot and Syrah - hails from the Languedoc-Roussillon and has its first listing at Threshers at 7.99 a bottle. It represents Gallo's latest attempt to move beyond its California home, joining wines from the likes of Italy, Australia and New Zealand.

Red Bicyclette arrives in the UK after a strong launch in the US in September last year, with the company claiming that the brand has ended an eight-year decline in the sales of French wines' and helped move it into growth of 1.77%.

According to Jane Hunter, Gallo's director of marketing, western Europe, the brand is going from strength to strength in America, underlining a real consumer thirst for premium quality Old World wine but with attractive packaging that clearly communicates the grape variety. We believe the brand can help redefine the French category internationally.'

Printer friendly version