Gallo eyes rosé growth as it launches Provence rosé into the UK

E&J Gallo is eying up growth in the super-premium segment as it launches an AOP Côtes de Provence rosé into the UK market.

The new Fleur de Mer brand is hoping to tap into growth of the popularity of Provence rosé, which was is driving the growth of the over £10 category in the off-trade, according to Nielsen, growing 41% in value and 45% in volume in the past twelve months (Nielsen MAT 05.01.19, wine overview for total off-trade)

The wine, a blend of Grenache, Cinsault, Syrah, Carignan and other reds from the Golden triangle of Luberon, has been created in partnership with Les Maïtres Vignerons de la Presqu’île de Saint-Tropez in Provence, a grower’s cooperative with more than fifty years winemaking experience, and made by winemaker Florian Lacroux, a director of wine co-opertive Saint-Roch-les-Vignes, in Cuers.

The brand has racked up sales of +57% growth overall, (62% retail and +48% on premise) in the US since it was launched, with sales up 62% across retail and 48% in the on-trade, Gallo said.

Edouard Baijot MW, Head of Fine Wine EMEA at E&J Gallo Winery described Fleur de Mer as a “fashionable” rosé brand that it was delighted to have as part of the UK fine wine portfolio.

“We want to emulate our success Stateside where the rosé category has grown an impressive +104% over the past 5 years . Fleur de Mer is an exciting proposition which we believe will appeal to UK consumers and contribute to the growth of the category.”

It describes the wine as a “classic’ Provence rosé, with bright fruit notes with crisp acidity and a delicate aromas of fresh watermelon and cherry give way to a complex refreshing palate.