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Gallo “leading the way” with Summer Red
E&J Gallo’s Summer Red was recognised for breaking new ground as it scooped the prize for Best Launch at The Drinks Business Awards 2012.
The 10.5% abv blend of Zinfandel and Pinot Noir was launched in time for Summer last year as a light red wine specifically designed to be drunk chilled.
In a tough category, whose shortlist featured Accolade Wines’ Banrock Station Light, Glenmorangie Pride 1981 and Champagne Pol Roger Brut Vintage 2002, the judges felt two products in particular “immersed themselves in the world of its target audience.”
However, after much deliberation, Gallo Summer Red was chosen for pushing the boundaries in a previously untested market with an effective PR and marketing campaign.
“Gallo should be commended for getting new consumers into the category,” concluded the judges. “No-one else is doing a summertime red wine; they are leading the way. Nailing themselves to summer is a brave thing to do, and it’s making a strong impression as a product type.”
For a full list of this year’s db award winners, click here.