The company believes the new name, Gallo Family Vineyards, will emphasise the importance of the Gallo family name to consumers.
Jane Hunter, Western Europe marketing director for E&J Gallo Winery, explained why focusing on family was such a key part of the rebrand:
"Gallo Family Vineyards reflects the fact that we are a valued principled company based on family values. "Gallo is continually evolving to meet with consumers' needs and we don't want to be a faceless cooperation but a trusted brand." Licensees are being urged to embrace the rebrand and the benefits it will entail for the on-trade.
Nick Elkin, business unit manager for the leisure division at E&J Gallo, added that the new brand will sit well in pubs and bars across the country.
"The new branding is far more modern-looking and the Gallo name is clearer and stronger," he said. "It will really enhance a back-bar and will be a positive change for customers and publicans."
The rebrand will be rolled out globally and will initially be applied to Sierra Valley, Turning Leaf, Sycamore Canyon, Coastal Vineyards and Sonoma Country. The first re-branded bottles will appear in May. Wines at the lower end of the brand's price range will be introduced first and, for an interim period, the new logo will still have Ernest and Julio written on it in small letters to ease the transition.
Gallo sells more than 12 million cases of wine in 93 countries and is the largest family-run winery in the world. There are 17 second- and third- generation family members involved, including Julio's granddaughter Gina and Ernest's granddaughter Stephanie.