The wine producer is launching La Marca Prosecco into the UK this month, following a successful launch in the US earlier this year. At £10 a bottle the producer hopes to drive sales at the premium end of the market; currently in the UK the average bottle price for Prosecco is around £6.
Sparkling wine is the sector within the UK off-trade that experienced the most growth last year, up 18% in volume sales and value sales up 15.4%, according to IRI (year to March 2016). Sales are being driven by Prosecco, which is up 34%.
La Marca, which offers classic floral aromas and a refreshing, fruity palate, is aimed at wine drinkers who “seek an elegant sparkling wine for everyday special occasions”. The La Marca Trevigiana zone within Italy’s Prosecco region grows the revered glera grape used to make this premium sparkling wine, according to Gallo.
The UK launch will be supported with an integrated marketing campaign, including PR and trade marketing activity.
Olga Senkina, marketing director EMEA, E&J Gallo Winery, said: “We are very excited to be launching Lsa Marca in the UK at what is still an exciting time for sparkling wines, and Prosecco in particular. Not only is La Marca a versatile wine and a delicious aperitif, it is also very food-friendly. Being able to appreciate sophisticated sparkling wine at everyday special occasions with friends is at the heart of this new, inviting and fun brand.”