Sainsbury’s launches Gallo’s Apothic Inferno

UK retailer Sainsbury’s is adding E&J Gallo’s Californian red blend, Apothic Inferno, to its range across its stores nationwide.

Apothic Inferno, a blend of Petite Sirah, Shiraz, Cabernet Sauvignon, Merlot, and Zinfandel, is the latest expression from Gallo’s Apothic brand.

The wine has a “unique character”, the producer claims, which is the result of intensive oak ageing, with the red blend ageing in whiskey barrels for 60 days.

E&J Gallo launched its original Californian red blend brand, Apothic Red, in the UK in 2013, targeting millennials and looking to boost the then under-performing premium Californian category. Within a year, brand’s sales hit £1.7m, and a second blend, Apothic Dark was launched in the UK in 2017.

The brand is now the UK’s second best-selling wine brand in the premium sector (defined as a sub-brand priced above £7) in terms of volume growth, rising +47% in the last 12 months, according to Nielsen (Scantrack Total off trade MAT 29.12.18)

Loyalty card data also shows Apothic Red enjoys an “exceptionally” high repeat purchase rate of 81%, which is double that of the average premium wine sku, the company said.

The brand is named after the ‘apothecas’ of 13^th century Europe, where wine was traditionally blended, stored and sold.