Gallo to launch male-centric wine

E&J Gallo is seeking to attract more drinkers to the premium Californian wine sector in 2009 with the UK rollout of its male-oriented Redwood Creek brand following its success in the US market.

Sitting alongside existing premium UK brand Turning Leaf – which itself is undergoing a relaunch this year – Redwood Creek is championed as a drink for those who enjoy the ‘great outdoors’ and aims to attract 35-65-year-old men to the sector.

To emphasise the outdoor-type theme, the brand has agreed tie-ups with outdoor clothing label Regatta and the Woodland Trust in order to drive the brand towards its target market.

Iain Newell, marketing director for Europe at Gallo, said: “This is more about hiking, fishing and camping than extreme sports and we are planning a programme of events and promotions around these areas to launch and develop the brand.”

Initially the range will consist of two reds – a Merlot and a Cabernet Sauvignon – and a Chardonnay, all retailing at £6.99.

Redwood Creek will be rolled out across all grocery and impulse channels after encouraging performances in the on-trade and with listings at Morrisons and Thresher.

Turning Leaf is to enjoy a makeover designed to establish it as a stand-alone brand with new packaging that gives greater focus to the ‘leaf’ logo in order to avoid the possibility of consumers confusing the brand with Gallo Family Vineyards and create better stand-out on the shelf.

Iain Newell said: “The leaf is a key icon and we will use it as a key marketing vehicle going forward.”

Gallo said that wine quality across the Turning Leaf portfolio has improved significantly for the latest vintage, thanks to significant investment in its winery infrastructure as well as increased focus on its vineyards.

The new packaging and improvements in wine quality will be showcased at the forthcoming London International Wine Fair and will hit the market from June onwards.

The Gallo Family Vineyards range will also benefit from new packaging and improved 07 and 08 vintages this summer, with a greater focus on the wine’s varietals, in order to attract more consumers to pick up a bottle.

Last summer’s rosé-over-ice campaign, Rosé on the Rocks, will get another airing this year, with over 3,500 on-trade outlets getting involved over the course of the summer months.

The moves are part of Gallo’s overall 2009 strategy to drive “conversion” at point of sale in both the on- and off-trade.

Alan Lodge  07.04.2009