Gallo to get girls drinking Moscato26th February, 2014 by Lucy Shaw
Californian wine giant E&J Gallo is getting behind Moscato in a big way with two new releases aimed at fashion conscious young women.
Gallo Family Vineyards Pink Moscato launches in the UK next month, priced at £6.99 a bottle, which will run with the tag line: “This season’s must have wine” in a nod to the fashion world.
According to its makers, the off-dry wine has “hints of ripe nectarines and juicy pomegranates producing a sweet refreshing taste.”
Speaking to the drinks business at an industry briefing in London yesterday, Bill Roberts, vice president and general manager EMEA at E&J Gallo, said: “We want to grow our Moscato family and with our Pink Moscato we are aiming to target women who like to share a glass of wine with their girlfriends before they go out.”
The company aims to reach one million “fashion focused” female consumers aged 25-45 in the UK via a social media campaign along with placing adverts in women’s fashion and lifestyle magazines.
Gallo’s year on year Moscato sales are up a staggering 109% as the “Moscato madness” boom shows no sign of slowing in the US.
To pair with its Pink Moscato, Gallo has also released a 5.5% abv Summer Rosé in the UK following on from successful launches of its Summer Red and Summer White.
The company is ploughing US$1 million into marketing the two rosés in the UK.
Gallo is the largest producer of rosé in the US, accounting for one third of all rosé wines produced in the country.
Continuing its Moscato drive, the wine giant is also releasing Barefoot Ruby Moscato in the UK next month – a sweet red wine with a 9% abv.
Priced at £6.99, the wine has “floral and tropical aromas of peach and red berry jam” and joins Barefoot Moscato, Barefoot Pink Moscato and Barefoot Bubbly Pink Moscato to complete the range.