E&J Gallo Winery unveil summer campaigns and new products

E&J Gallo Winery has unveiled new launches and campaigns happening across its brands this summer.

Gallo Family Vineyards is extending its portfolio with Gallo Family Vineyards Spritz.

Spritz is available from May in two variants, RRP £5.99, Passionfruit & Pineapple with a Pinot Grigio base and Raspberry & Lime with a Granche Rosé base. The launch is supported by a £1m marketing campaign, which includes social media and PoS for retailers.

Bill Roberts, vice president & general manager for E&J Gallo Winery, told Retail Express: “Wine is still viewed as too risky by many consumers. With Spritz, we’re targeting customers who aspire to be sophisticated.”

Barefoot Wine is also launching Barefoot Refresh to its UK portfolio, available in three variants, RRP £6.99, Crisp White, Crisp Red and Perfectly Pink.

“Wine is not necessarily thought of as a ‘refreshing’ drink and that’s something that we want to address with Barefoot Refresh,” said Roberts.

As well as new products, E&J Gallo is also launching a campaign for its New Amsterdam Vodka.

New Amsterdam, which is currently exclusive to independents, will benefit from an “it’s your town” campaign, which consists of digital, outdoor, PR and social media activity.

Roberts said: “We’re spending several-million-pounds bringing New Amsterdam to life in the UK. It’s had a huge success in the US, selling 4.4 million cases last year.”


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