Magazine article Marketing

Gallo Readies Chilled Red Wine for Summer Push

Magazine article Marketing

Gallo Readies Chilled Red Wine for Summer Push

Article excerpt

E&J Gallo Winery is launching a red wine designed to be served chilled in a bid to boost summer sales.

Gallo claims that Summer Red is the first red variety from a major wine brand intended to be served cold and not at room temperature.

Gallo describes the wine as 'light, fruity and fresh-tasting'. It has an ABV of 10.5% and the company recommends it is served with lighter foods.

Senior marketing director Amy Englehardt said research showed that consumers had 'enthusiasm' for the idea of a cold red wine. 'It challenged people's perceptions and they found it genuinely intriguing,' she added.

The launch will be supported by a print, online and radio campaign created by The Assembly, as well as sampling.

Ads will use the strapline 'How refreshing!' to position the wine as an ideal summer tipple.

From May, Summer Red will be sold in independent retailers and convenience stores, such as Costcutter and Bargain Booze, as well as the major supermarkets.

Gallo has dropped its 'Rose on the rocks' promotion in bars and pubs to focus on the red-wine launch. The rose campaign, which began in 2007, encouraged consumers to drink rose with ice in an attempt to steer them away from cider.

However, the wine-maker is launching a Merlot Rose in the summer. …

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