UK: Gallo launches Moscato with biggest ever investment
UK: Gallo launches Moscato with biggest ever investment
Feb 21, 2012 6
(Offlicencenews) - Gallo will launch Moscato wines under its Gallo Family Vineyards and Barefoot labels next month, the winery has announced.
Gallo Family Vineyards Moscato is off-dry, with 8.5% abv, rrp £6.79.
Its launch will be backed with the biggest marketing investment Gallo has ever made in a single product launch in the UK – including a print campaign, an online push, sampling to 15,000 consumers and an outdoor ad campaign. There will also be in-store and trade marketing activity.
Gallo said the launch aimed to capitalise on consumer trends towards drinking lighter, sweeter styles.
Moscato has taken the US by storm, with sales of varietal wines up 73% in 2011 – making it the third largest-selling white grape in the country, ahead of Sauvignon Blanc, the winery said.
General manager for EMEA Bill Roberts said: “We feel we have a similar opportunity here in the UK. Many consumers’ needs are not being met by the white wine offerings on retailers’ shelves today.”
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