Gallo launches new brand and relaunches Turning Leaf
Wine company E&J Gallo has announced the launch of a new brand, and the relaunch of its Turning Leaf range.
There will also be a programme of below-the-line marketing activity to drive sales of its flagship Gallo Family Vineyards label, and of Rosé on the Rocks, the rosé over ice serve introduced last summer.
Redwood Creek, a Californian range to be introduced to the UK in late spring, will be targeted at 35-60 year old outdoor pursuits enthusiasts.
In an attempt to reposition Turning Leaf as a stand-alone brand, bottles will be rolled out over the next three months featuring a new label. It had been marketed under the Gallo Family Vineyards name, but this branding will not appear on the new labels. The move is part of a strategy by E&J Gallo to create more brands in the wine market.
A programme of sampling activity and online marketing has been announced to support Gallo Family Vineyards, along with a consumer promotion offering "Gallo Gatherings" prizes such as chefs and waiters to host "the perfect dinner party".
Three and a half thousand pubs will get promotional kits to drive sales of Rosé on the Rocks this summer.
E&J Gallo European marketing controller Iain Newell said: "The wine market is crying out for strong brands, especially during a recession - a time when people demand products they can rely on. Creating them takes time, but we believe we have a track record of building brands.
"2009 is also about rate of sale for us, getting consumers aware of our brands to pick up a bottle. Therefore, after focusing on above-the-line advertising such as sponsorship of Gordon Ramsay's The F Word in 2008, this year our marketing plan is to invest closer to the point of purchase."
