E&J Gallo Release New Wine Range For Men
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The Californian wine makers E&J Gallo think they have spotted a gap in the market and have made a wine range aimed at men.Wine has classically had the image of being a drink for the ladies but E&J Gallo think they can change this will good branding. The new range signifies a new direction in their business model, after they recently stated they are looking to decrease the volume of wine they sell in 2009 by canceling some of their discount offer deals with retailers. They will instead look to make more trustworthy and “reliable” bottles of wine that people can buy in the credit crunch at not risk getting anything unexpected.
The ‘Redwood Creek’ range is aimed at 35-65 year old men who have an enthusiasm for the great outdoors.It will look to go after the type of people they class as ‘active in nature’ rather than the heavily active or extreme sports sectors.Outdoor pursuits that Gallo has said their new wines are inspired by include fishing, camping, hunting and hiking. They have already created links with the woodland trust, the Tourist Board of California,Riedel Glass plus the clothing label ‘Regatta’. Linking with partner organisations like this is something that has seen good success in America and they hope the UK will be the same.
The newest wine range is said to include a Cabernet Sauvignon, a Merlot and one white, a nice Chardonnay. Iain Newell marketing director for Europe has said that the new wine charms the soul, with a rugged quality and a rich taste. “They will be everything you associate with nature and activity” Newell says, “freshness, passion and full flavours” are all qualities that this wine processes.A great deal of research was put into investigating the market and developing the products and early feedback from the US suggests they could be on to something.
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