Gallo swears by Gordon with rosé

16 May, 2008

Gallo Family Vineyards is sponsoring Gordon Ramsay's The F Word as part of its summer push to promote rosé over ice.

The link-up is the brand's first UK television sponsorship deal and will include print and break bumper ads. Gallo will also be offering viewers food and wine pairing advice at channel4.com.

Gallo's White Grenache and White Zinfandel will be sold in Rosé On the Rocks packs this summer, containing a bottle, a glass and an ice tray for consumers to

take the brand's on-trade over-ice sales concept home. Neck collars will also go on 500,000 bottles offering drinkers self-seal ice cube bags.

George Marsden, general manager for Europe, said rosé

makes up around 10% of the UK's off-trade wine market - twice its 2005 share, according to Nielsen.

He predicted another "significant volume increase" of between 10 million and 15 million cases over the next five years.

Marsden said: "We are very optimistic about 2008. More and more consumers are coming to rosé and we are uniquely positioned to capitalise on that.

"There was a flood of rosé coming on to the market from all over the world last year, but we've been doing this for 30 years and have put significant resources behind rosé."

Gallo will be spending

£2.5 million on the sponsorship deal and Rosé On the Rocks activity, Marsden said.

The company has also added a Pinot Grigio to its Family Vineyards range on the back of the grape variety's increased popularity. Retailing at £5.49, it will be available in Asda at the end of this month.




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