Gallo to get girls drinking Moscato

26th 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.

One Response to “Gallo to get girls drinking Moscato”

  1. Riesler says:

    Not at all patronising…

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Job vacancies

PR Account Executive

Clementine Communications Ltd
Fulham, UK

PR Senior Account Manager

Clementine Communications Ltd
Fulham, London

Marketing Manager

Berkmann Wine Cellars
London, N7, UK

Brand Manager

Berkmann Wine Cellars
London, N7, UK

Sales Account Manager

Jascots Wine Merchants
London, UK

Marylebone Sales Manager

Philglas & Swiggot
Marylebone, London, UK

Area Sales Manager

Bon Coeur Fine Wines
North England, UK

Procurement Assistant – Wine

Adnams PLC
Southwold, UK

Account Manager Central London

Speciality Drinks Ltd
London, UK

Brand Ambassador

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Ltd
London, UK

Marketing Assistant

Hatch Mansfield
Ascot, Berkshire, UK

Marketing Manager

Bancroft Wines
London, UK

Regional Sales Manager – Scotland

Bancroft Wines
London, UK

The Global Sparkling Masters 2017

Deadline : 25th August 2017

The Global Malbec Masters 2017

Deadline : 25th August 2017

Global Chardonnay Masters 2017

Deadline : 1st September 2017

The Global Sauvignon Blanc Masters 2017

Deadline : 1st September 2017

Click to view more

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

The Global Organic Masters 2017

The drinks business is thrilled to announce the launch of The Global Organic Masters

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Click to view more