The Shiraz Rosé is positioned to appeal to drinkers who prefer a drier style of rosé . Western European marketing director Jane Hunter said: "The launch of the Gallo Family Vineyards Shiraz Ros é demonstrates a commitment to bringing a variety of wine styles to the market and to innovation in the rosé category."
Gallo will relaunch its tier wines in new packaging in April, and the Sierra Valley name will be removed to make Gallo the most prominent name .
The label design has also been refreshed to give the brand a more premium feel and varietals will be differentiated on a bar beneath the label.
Hunter added: "The striking visuals on the new packaging appeal to a broad range of people. Tests with our most loyal consumers proved extremely positive ."