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E&J Gallo adds Provence rosé Fleur de Mer to UK portfolio

Published:  10 April, 2019

E&J Gallo has added Provence rosé Fleur de Mer to its UK fine wine menu as part of its strategy to expand its 'super premium' portfolio.

The UK launch of Fleur de Mer follows the wine’s “phenomenal success” in the US where it has secured a place amongst the country’s top 10 ‘ultra-premium’ growth brands, according to IRI (52 w/e to 10 August 2017).

Available now with the release of the 2018 vintage, Fleur de Mer is crafted in partnership with a traditional grower’s co-operative with more than 50 years of winegrowing and winemaking experience in Provence and access to premier vineyards resulting in a consistent wine profile with each vintage.

For 2018, winemaker Florian Lacroux selected primarily Grenache, Cinsault and Carignan.

As a “highly fashionable rosé brand”, Fleur de Mer was an exciting proposition that would “appeal to UK consumers and contribute to the growth of the category”, said Edouard Baijot MW, head of fine wine EMEA at E&J Gallo.

“We want to emulate our success Stateside where the rosé category has grown an impressive 104% over the past five years," he said.

Provence rosé wines have been driving the growth of the £10 plus category, which has increased by 41% in value and 45% in volume in the past twelve months in the off-trade (Nielsen MAT 5 January 2019).