E.&J. Gallo reveals 'film club' as part of 2012 activity

Published: 22 February, 2012

E.&J. Gallo plans include the launch of the Gallo Film Club brand platform, and a Gallo Family Vineyards Moscato, as part of its 2012 activity.

Designed to drive brand engagement and trial, the Gallo Film Club, which will be launched mid-April, has been developed to encourage and inspire people to organise home based film clubs.

The campaign will form part of a partnership between Gallo Family Vineyards and a major American movie studio, yet to be revealed, and will be hosted online at gallofamily.co.uk/filmclub.

The site will provide information about creating the perfect film club night in and will be supported with a Facebook campaign.

Its new Moscato and Merlot Rosé will help promote the Gallo Film Club at point of purchase by promotional codes offering consumers a complimentary DVD with every purchase.

The addition of a Moscato varietal to the Gallo Family Vineyards will launch into the UK on and off-trade in March (rrp £6.79) to support growing consumer demand for approachable wines that are lighter in alcohol and sweeter in style.

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