The singer has dyed her blonde hair red for the campaign which includes advertising, brand experiences and sampling.
Summer Red is a medium- to light-bodied wine, with a lower abv content at 10.5%, and is designed to be drunk chilled.
It has an rrp of £6.99 and is being listed by Asda, Morrisons, Sainsbury’s and Tesco. It is also available in the independent retailers including Bargain Booze, Costcutter, Londis and Budgens.
Olga Senkina, senior marketing manager at Gallo Family Vineyards, said: "This wine has a taste profile that is accessible to non-red wine drinkers, and is the perfect vehicle for bringing new consumers to the red wine category.
“We are delighted with Heidi's involvement in the Summer Red campaign as she resonates with our key audience".