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 13th century Europe, where wine was traditionally blended, stored and sold.

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