Gallo claims to have returned to the top
Californian wine company E&J Gallo said that it has reclaimed the crown of the world’s biggest wine company following the news that Constellation brands is to sell the majority of its Australian and UK wine business, but declined to offer any figures to back up the claim.
Speaking at a press briefing in London this week, Bill Roberts, general manager EMEA said that it was not company policy to reveal specific details on sales and market share.
The claim came as the company announced the launch of a new light red wine under its Gallo Family Vineyards brand.
Summer Red – a 10.5% abv blend of Zinfandel and Pinot Noir grapes which is designed to be drunk chilled – is being launched across both on- and off-trade channels this year, supported with print, online and radio advertising campaigns.
Senior marketing director Amy Englehardt said: “Gallo Family vineyards is the first major wine brand to launch a red wine to be enjoyed chilled.
“It is a refreshing, easy drinking wine that will challenge consumer perceptions of red wine.”
The company is also continuing with its focus on the profitable rosé category with the launch of a new Merlot Rosé, which will be rolled out over the course of this year.
E&J Gallo will also continue its drive to build its Barefoot brand, which the company last year claimed it wanted to be the world’s largest wine brand within five years.
Alan Lodge, 23.02.2011