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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.'