E&J Gallo to drive World Cup wine

E&J Gallo has created a summer cocktail to give World Cup fans an alternative to beer.

The Gallo Rosito — a blend of the brand's White Grenache or White Zinfandel, ginger ale and fresh fruit — features as part of the 2010 strategy for its Gallo Family Vineyard portfolio.

"We want to drive rosé through the on-trade," said vice president EMEA George Marsden. "Who says wine has to take a back seat during the World Cup? We have tied up with Sky Sports presenter Georgie Thompson to get White Zinfandel talked about in this beer-driven period."

The Californian-based family-owned wine producer restructured its portfolio last year, leaving five core brands for it to focus on in the UK and Europe for 2010: Gallo Family Vineyards, Carlo Rossi, Turning Leaf, Redwood Creek and Barefoot.

"We are looking to expand our route to market and expand on-trade presence. We will heavily invest in the on-trade despite difficult market conditions," said regional sales director UK and Ireland Mark Tinsley.

Rosé wine will continue to play a big part in Gallo's growth plans for the UK, according to Tinsley. "Rosé continues to drive growth — the top five rosés in the UK are branded. Gallo has two in the top three of these."

The company also highlighted its Barefoot brand as a "brand to watch".