Chilled red wine from E&J Gallo

Californian wine company E&J Gallo is hoping to tempt consumers with a chilled glass of red wine this summer, as it launches a new wine concept under its Gallo Family Vineyards brand.

Summer Red is a blend of Zinfandel and Pinot Noir grapes especially blended to be enjoyed chilled, said the company.

It is being launched into both the on and off-trades now and the company expects to reach "broad distribution" by June.

It will be supported with a marketing campaign to include print, online and radio advertising as well as extensive trade and consumer sampling, including activity in pubs and bars.

Gallo has also launched a new Merlot Rosé as part of its ongoing focus on the rosé category where it is market leader.

Activity to promote the new Summer Red and Merlot Rosé wines will replace the Rosé on the Rocks on-trade campaign (promoting Gallo rosé over ice) this summer, which has run since 2007.

"Gallo Family vineyards is the first major wine brand to launch a red wine to be enjoyed chilled." said senior marketing director Amy Englehardt. "It is a refreshing, easy drinking wine that will challenge consumer perceptions of red wine."