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.