E&J Gallo is hoping to extend rosé wine’s appeal to younger drinkers with a pink pinot grigio under its Barefoot brand.
The tipple, available now, is an 11.5% abv wine described as ‘crisp and fruity’, with tart apple, peach and raspberry flavours (rsp: £6.99).
Pitched as a “drier-style” alternative, the newcomer had been developed with a younger demographic in mind, said marketing director Olga Senkina.
“We are certain that younger consumers will find Barefoot Pink Pinot Grigio as flavourful as it is affordable.”
The NPD follows the launch of Barefoot’s Californian malbec, introduced in June last year to offer a point of difference in a market dominated by Argentinian wines. A chardonnay joined the portfolio at the same time.
No comments yet