On-pack campaign for E&J Brandy

25 September, 2013

Gallo is running an on-pack promotion on E&J Brandy in the run-up to Christmas – its biggest ever investment in the brand.

More than 200,000 70cl bottles of E&J will carry promotional neck collars giving consumers the chance to win one of 10 sets of premium headphones worth £449 each, or one of 250 pairs of headphones worth £89 each.

The brand will also be advertised outside Sainsbury’s stores and promoted in till coupons in the supermarket, in a bid to drive trial.

Associate marketing manager James Taylor said: “This marketing activity represents the largest-ever investment in E&J Brandy to date and will act as a platform for driving brand engagement among our target audience, as well as interest from new consumers in E&J Brandy. The promotion will provide strong shelf standout and we expect to see an uplift in brand sales as a result of this initiative.”

E&J is the best-selling brandy in the US, where it holds 48% of the brandy market, according to the Adams Liquor Handbook. The California-style brandy is charcoal- and triple-filtered and aged for at least two years in American white oak barrels.




Bookmark this


Site Search

COMMENT

Breaking up with Burgundy

Making my way through the recent tranche of Burgundy tastings for the much-hyped 2015 vintage, I found myself experiencing a moment of guilt.


Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter