The new variant, which will have an abv of 9%, will be the fourth in the range of gently fizzed and fruity drinks. It joins Raspberry & Peach, Pineapple & Passionfruit and Peach & Nectarine.
The investment by Gallo shows its commitment to the fruit flavoured wine sector, which is a category now worth £104m and growing by 21% year on year, according to the company.
Olga Senkina, marketing director EMEA, said: “Our Spritz range has always been popular among a younger audience who doesn’t tend to drink wine. In fact, 47% of non-wine drinkers who were sampled last year said it made them feel positively about wine, with 96% commenting positively on the taste. With its higher abv and great taste, Spritz Wild Strawberry provides the perfect opportunity for us to build on our success to date and bring new consumers into the wine category. We hope that consumers will love it as much as we do.”
Gallo will support the launch with a marketing campaign designed to target millennial consumers.
The drink will be priced at £5.99 and is recommended served chilled or over ice.