A crisp finish with Gallo's new wave of promotions

18 May, 2007

Gallo is launching an above-the-line ad campaign on the theme of togetherness.

The £2.5 million national push launches May 26 in consumer press, train stations, outdoor and underground sites


Each commercial shows groups of friends drinking wine, with the strapline: Gallo. Together is Better.

Gallo has several promotions and range extensions planned for this year. It is venturing into wine and crisp matching, launching Divine with Wine in partnership with Walkers Sensations. The link-up will offer £3 million-worth of GFV wine prizes and see co-branded units displayed in 4,000 convenience and independent shops. Consumers will have a one-in-four chance of winning a free bottle of wine or money off next purchase when they buy a share size bag of Sensations. In addition, 600,000 bottles will be sold with promotional neck collars. The Sensations link-up will continue to run after the promotion ends, with tasting notes on packets recommending a good wine match.

It is adding a third rosé to the Gallo Family Vineyards range . Shiraz Rosé will be drier in style to top-selling White Grenache and Zinfandel , and will be launched in a screwcap Burgundy bottle.

Entry-level wines will be rebranded as Winemakers' Seal "because consumers want quality assurance at the price", says Jane Hunter, marketing director for western Europe . Sycamore Canyon wines will be repackaged into screwcap, and its bag-in-box wines will get a new look. Gallo is trialling Barefoot, an entry-level wine brand, in Brighton's bars and pubs, to see if US success can be brought to the UK.

Gallo has joined the over-ice trend with Rosé on the Rocks - an on-trade initiative to encourage punters to drink its White Grenache and White Zinfandel with ice in a branded glass.

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