Magazine article Marketing

E&J Gallo to Run Summer Rose Activity

Magazine article Marketing

E&J Gallo to Run Summer Rose Activity

Article excerpt

E&J Gallo Winery is launching a multimillion-pound summer marketing drive to capitalise on consumer interest in rose.

The activity comes as US-produced wine sales hit record levels, boosted by the popularity of branded rose from producers such as Californian brands Gallo and Blossom Hill.

In the year to 22 March, US wine had a 15.9% share of off-trade volume sales which, for the first time, edged it ahead of France at 15.8%, according to AC Nielsen. Australian wine is the volume leader with a 22.4% share.

The main plank of the Gallo activity will be a pounds 2.5m sponsorship of the fifth series of Channel 4's The F Word, which started this week. Earlier in the year Gallo also sponsored Cookalong Live, also fronted by Gordon Ramsay.

The sponsorship, with idents created by Lunar BBDO, will be used to support its Gallo Family Vineyards portfolio of rose, red and white wines by linking them with food under the strapline 'Together is better'.

As part of the activity it will also create four short films with recipe ideas for a dedicated microsite. …

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