Sugababe Heidi in Gallo Summer Red campaign

15 June, 2011

California wine brand Gallo Family Vineyards has signed Sugababe Heidi Range for a marketing campaign for its new Summer Red wine.

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".




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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