Gallo Family Vineyards Moscato is off-dry, with 8.5% abv, rrp Ł6.79.
Its launch will be backed with the biggest marketing investment Gallo has ever made in a single product launch in the UK – including a print campaign, an online push, sampling to 15,000 consumers and an outdoor ad campaign. There will also be in-store and trade marketing activity.
Gallo said the launch aimed to capitalise on consumer trends towards drinking lighter, sweeter styles.
Moscato has taken the US by storm, with sales of varietal wines up 73% in 2011 – making it the third largest-selling white grape in the country, ahead of Sauvignon Blanc, the winery said.
General manager for EMEA Bill Roberts said: “We feel we have a similar opportunity here in the UK. Many consumers’ needs are not being met by the white wine offerings on retailers’ shelves today.”
Barefoot Moscato will be slightly sweeter but with a similar abv.
Gallo has also launched the Gallo Film Club to push Gallo Family Vineyards wines. The club sees the winery team up with Universal Studios to offer consumers who buy a bottle of Gallo Family Vineyards a free DVD of one of 36 films, ranging from Notting Hill to the Adjustment Bureau.
There will also be a website with information about creating the perfect film club night in, backed by a Facebook campaign.
The offer will run in a neck-collar promotion on bottles of Summer Red, Moscato and Merlot Rosé from April.
The company has also doubled its investment in E&J Brandy this year, focusing on trade marketing to convenience stores for its 35cl bottles.