|Gallo launches 5.5% abv Summer White|
|Written by Elinor Zuke|
|Friday, 01 March 2013 10:43|
California giant Gallo has become the latest winery to move into the lower-alcohol market with launch of 5.5% abv Summer White.
Summer White will be backed by a £1 million marketing campaign including sponsorship of a TV programme and a brand ambassador, who will be confirmed in coming weeks.
Summer White will join Summer Red, a serve-chilled red wine with 10.5% abv that launched in 2011, and the Moscato it launched last June.
Both lighter style wines have performed strongly for Gallo. Summer Red grew 29% by volume and 41% by value to clock up £5.6m of sales in the UK last year, while Moscato smashed European targets by 50% and contributed £1.7m to Gallo Family Vineyards' turnover.
Moscato also brought new consumers into the wine category, with supermarket loyalty data showing that 18% of shoppers who purchased Gallo Moscato bought no other wine that year.
Summer White has an rrp of £6.99 with confirmed listings at Tesco, Sainsbury's, Morrisons and Asda. Gallo general manager Bill Roberts told Harpers said the brand would be promoted "pretty heavily" to encourage trial. "I think it will be as big a launch as Summer Red," he said. Summer White is described as having flavours of ripe apple, pear and citrus, as well as subtle floral notes.
Gallo's own research found 43% of white wine drinks would choose a lighter style over traditional wines. "It all starts with taste. If you don't nail the taste profile then forget it," Roberts said.
Gallo is also launching its premium red blend Apothic Red in the UK. With a rrp of £9.99, Apothic red is targeted at young professionals with a preference for less heavy red wine styles. It is made with a blend of Zinfandel, Merlot, Syrah and Cabernet Sauvingnon and is described as a "rich and smooth wine with flavours of blackberry, dark cherry and hints of mocha, chocolate and brown spice."
The bottle is labelled as "winemakers blend" and does not carry any references to Gallo.
While Summer White was created for the European market, Apothic Red is already on sale in North America. It became the top-selling premium wine in Canada within a year of launching, and Gallo's fastest selling launch in the US.