E&J Gallo to launch chilled red wine

Californian wine firm E&J Gallo is targeting 5 million UK consumers with the launch of its chilled red wine concept Summer Red.

The world’s largest family owned winery is hoping to tap into the trend for lower alcohol, more refreshing wine styles with the 10.5% abv Zinfandel and Pinot Noir blend under the Gallo Family Vineyards brand.

GFV is also launching a Merlot Rosé blend and both will be in national distribution by May or June.

Bill Roberts, general manager EMEA, told Harpers that Gallo is continuing its push for value over volumes: “Nearly 90% of our sales are priced in excess of the average UK bottle price of £4.58.” He said the average price of a bottle of Gallo wine is £5.09.

Its continued focus on Barefoot — last year Gallo said it wanted it to be the world’s biggest wine brand within three to five years — will see it invest in 19 “Barefooters” or brand ambassadors, across the UK to promote its “fun, flavourful and affordable” image.

Amy Englehardt, senior marketing director, said Barefoot aimed to “engage with consumers in a relevant and meaningful way” and was involved in 350 community events across the country. It is sponsoring 15 beach clean-ups through charity Surfers Against Sewage and continues to work with the gay community by sponsoring around 100 community events as well as London and Brighton Pride festivals.