The Peach & Nectarine variant, which joins the existing flavours of Raspberry & Lime and Pineapple & Passionfruit, is positioned to build on the success of the Spritz concept, which has added £4.5m to the wine category since its launch last year (Nielsen, year to 21 May, 2016)
Gallo’s Spritz sub-brand was initially created to appear to a younger consumer who likes the sophistication of wine but is seeking a lighter, sweeter alternative.
The producer will support the launch of the new flavour with a marketing campaign including sampling, social media and other activity.
The sampling activity will take place through July, August and September across the nation with the aim of targeting more than 300,000 people.
Olga Senkina, marketing director EMEA, said: “We have seen great success with our Spritz portfolio since launch, so it made sense to continue our investment in the offering and expand the range with a Peach & Nectarine variant.
“The range appeals to a younger consumer who is looking for alcoholic drinks with a sweeter and fruitier taste profile, more than traditional wine styles. Spritz brings the next generation of wine consumers to the category by offering them a fruity option that suits their taste and their lifestyles.”
The new variant is available now, priced at £4.99.