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Bold new labels ensure pink price consistency

25 April 2022 By Sarah Neish

This May, Gallo Family Vineyards will introduce new price-marked labels to its White Zinfandel and White Grenache wines to help keep prices steady for consumers.

The peelable new labels clearly signpost the brand’s recommended retail price of £6.49, which Gallo Family Vineyards hopes will ensure price consistency across the market, as well as create on-shelf stand-out, and drive sales.

“With 85% of rosé sold in the UK priced under £7, it’s important to highlight our approachable price point to both retailers and consumers. This will allow our customers to increase their rotation as well as boost their bottom-line,” says Mark Stammers, sales director UK & Ireland at E&J Gallo Winery.

Gallo’s White Zinfandel and White Grenache wines both sit within the top five performing rosés in the UK, and, combined, sell 13 bottles in the UK every minute.

With the rosé revolution showing no signs of abating, brands continue to evolve their pink portfolios. Last year, Gallo partnered with renowned winemaker Randall Grahm on a Rhône rosé made from Tibouren and Cinsault, under its The Language of Yes project. And Gallo isn’t the only producer to look outside Provence to other winemaking regions, with Mirabeau revealing last month that it is turning increasingly to pinks from the Languedoc.

“We decided we should actually go a little outside of Provence – to the Languedoc as well, and give a different flavour profile for some other wines,” Mirabeau founder and CEO Stephen Cronk told the drinks business.

Meanwhile, Moët Hennessy-owned Château Galoupet has launched its new rosé in a groundbreaking flat, plastic bottle as part of its ongoing sustainable efforts. Made from recycled material collected from coastal areas, the bottle is part of a broader plan to position Château Galoupet as one of the most eco-friendly wine producers out there.

Gallo’s strategy to emphasise its affordable price point shows a clear stance amidst a catwalk of premium rosés from the likes of Château Léoube and Château Miraval. Last month, Pernod Ricard acquired a majority stake in Château Sainte Marguerite, known for its upmarket pinks. And more producers are starting to experiment with ageing their roses to give them a luxury edge, with the likes of Lalomba, the premium arm of Spanish wine group Ramón Bilbao, spearheading the trend with its Finca Lalinde 2018 Rosado aged in French oak barrels for nine months.

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