E&J Gallo has ramped up its focus on the Millennial generation by launching two lower alcohol wine ranges.
Gallo Family Vineyards Spritz, which has been created specifically for the UK wine market, will hit stores this summer, while a three-strong range called Barefoot Refresh is set to join its popular Barefoot wine brand from this month.
Bill Roberts, Gallo vice-president and general manager for Europe, explained that globally Californian wine “has been very healthy”, while in the UK the E&J portfolio grew 7% last year, compared to the overall UK wine market, which was stagnant.
Roberts said that much of the producer’s UK activity for 2015 would focus on the Millennial generation.
Gallo Family Vineyards Spritz (RSP: £5.99) for example, is designed to appeal to females aged 22 to 30 years-old. The two 5.5% ABV fruit wines - Passionfruit & Pineapple with a Pinot Grigio base and Raspberry & Lime with a Grenache Rosé - have a gentle fizz and are recommended served chilled over ice.
“Spritz will break down the barrier that exists for many consumers when trying to engage with the wine category, whilst continuing to place the brand at the forefront of innovation,” explained GFV marketing manager, Alexis Byron.
The launch will be supported by a £1m launch campaign, including social media, sampling and PR.
Meanwhile, the company is also parachuting its Barefoot Refresh range (RSP: £6.99) over from the US. Refresh, is also gently sparkling and is again designed to be served over ice. It comprises Crisp White (ABV 9%), Crisp Red (ABV 10%) and Perfectly Pink (ABV 9%).
Barefoot Wine assistant marketing manager, Samantha Caulfield, said the company wanted to expand wine drinking occasions by offering a refreshing option.
“We want to offer a style and taste that appeals to existing wine consumers seeking refreshment, who would normally switch to other categories like beer and cider to meet this need.”