E&J Gallo introduce two new Californian wines to on-trade

- Last updated on GMT

Related tags: Chardonnay, California wine

Two Californian house wines have been introduced into the on-trade by the Ernest & Julio Gallo (EJG) winery.The company, which already counts...

Two Californian house wines have been introduced into the on-trade by the Ernest & Julio Gallo (EJG) winery.

The company, which already counts Turning Leaf, Garnet Point and Gallo Wine Cellars among its portfolio, has targeted the house wine sector by launching a generic red and generic white under the River Crest label.

Jason Duggan, EJG's UK assistant marketing manager, expects River Crest to be a top-10 branded wine within two years. He said: "An increasing number of people are turning to wine instead of beer and spirits.

"We found that there is room for a new Californian house wine brand that delivers on packaging, price-to-quality ratio and taste profile."

In the take-home market, generally considered way ahead of the on-trade, Californian wines have been the fastest growing category of the last three years.

EJG is to extend the range with the launch of two new varietals, a Barbera and Chenin Blanc, in January next year as well as the release of two wines exclusive to the on-trade.

The new additions will initially be launched in the convenience sector and the on-trade, but not in major multiples.

An on-trade scratch card promotion and self-contained point-of-sale (POS) kits will also accompany the launch.

Related topics: Wine

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