Gallo steps up UK Moscato drive

20th May, 2014 by Gabriel Stone

E&J Gallo is stepping up its push to replicate Moscato’s US success in the UK with the launch of a major new marketing campaign this month.

Moscato ads_FINAL APPROVED_07.05.14v2 copyBilled as the company’s largest investment to date in its Moscato range, “Moscato: This Season’s Must-Have” will target fashion conscious 25-34-year-old women who, Gallo believes, “typically enjoy drinking refreshing and sweeter profile alcoholic drinks.”

Moscato has enjoyed a major surge in the US, with retail analysts IRI reporting 481% growth in sales since 2009, adding $323 million to the market’s wine category. The trend has been widely linked to the grape variety’s adoption by a number of music stars.

In the UK, Gallo is hoping to capitalise on “a growing trend towards sweeter and lighter styles.” Since launching its Gallo Family Vineyards Summer Red, Summer White and Moscato over the last three years, the company points to Nielsen off-trade data indicating that the range has so far generated £25m in sales.

Having launched a pink Moscato in the UK earlier this year, Gallo is now aiming to reach 300,000 consumers with a sampling drive for this expression, as well as its white Moscato. This will be supported by print and online advertising, social media activity and in-store promotions, designed to reach a total of 5.3m consumers.

“This is a very exciting time for Gallo Family Vineyards and its Moscato portfolio,” said Alexis Byron, marketing manager for Gallo Family Vineyards UK & EMEA. “Our overall Moscato campaign is very bold – we want to give Moscato its very own persona that will resonate strongly with our target audience.

“Our target consumers are keen to show that they are ‘on-trend’ and by creating our “Moscato: This Season’s Must-Have” platform we’re offering them the ideal opportunity to discover their perfect wine from our Moscato portfolio.”

Perhaps one of the main sources of competition for Moscato in the UK is Prosecco. Sales of the category leapt by 40% in 2013, with commentators noting that the lightly sparkling, often off-dry style has been adopted by many consumers as an “everyday treat”.

 

Leave a Reply

Your email address will not be published.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

Subscribe to our newsletters

Job vacancies

Administrative Assistant

Swig Wines Ltd
Chiswick, London, UK

HR Manager

Amathus Drinks PLC
London, UK

Senior Sales Manager

Haynes Hanson & Clark
Gloucestershire, GB

Customer Services Administrator

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Group
London, UK

Inventory Analyst

Bibendum PLB
London, UK

Events Executive - Atom Supplies

ATOM Supplies Limited
London, UK

Off-Trade Sales Account Executive

Domaine Direct
Nationwide, working from a combination of home & London office.

Sales Executive/Brand Ambassador

Glenfarclas
Ballindalloch, Speyside, UK

Client Manager

Noble Rot
Wandsworth, London, GB

Spirits Investment Director

Stilnovisti
London, UK

Junior Brand Manager

Enotria Winecellars
Park Royal, London, UK

Content & Digital Assistant

ABVGlobal
London, UK

Sales Manager

Cellar Trends
London, UK

Editorial Assistant

Wine List Confidential
London, UK

Champagne Masters 2017

Deadline : 7th July 2017

The Global Sparkling Masters 2017

Deadline : 10th July 2017

The Global Malbec Masters 2017

Deadline : 10th July 2017

The Global Syrah Masters 2017

Deadline : 18th July 2017

Click to view more

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.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more