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Your email address will not be published.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

Sales Manager – Midlands and South West

Pol Roger Portfolio
Midlands and South West

UK Brand Ambassador - That Boutique-y Gin Company

That Boutique-y Gin Company
Tunbridge Wells, Kent, UK

Senior National Account Manager – Grocery (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Senior National Account Manager – Wholesale RTM (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Digital Marketing Manager

Master of Malt
Tunbridge Wells, Kent, UK

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

Purchasing and Sales (Wine Trader)

JF Tobias
London, UK

The Global Merlot Masters 2017

Deadline : 17th April 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

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.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more