E&J Gallo is continuing its push towards millennial consumers with a new addition to its Gallo Family Vineyards Spritz range.
The Wild Strawberry flavour will join the brand’s fruit-flavoured fizzy wine range, which also features Raspberry & Lime, Pineapple & Passionfruit and Peach & Nectarine (rsp: £5.99).
Wild Strawberry is a “gently fizzed and fruity drink”, according to the brand, but has a similar abv to traditional wine, despite a sweeter and fruitier taste profile.
Available now, the brand hopes the 9% abv tipple will tap into the trend for fruit flavoured wines, a category that grew 21% year on year in 2016 [Nielsen MAT Total Market 31 December 2016].
The launch of Wild Strawberry will be supported by a marketing campaign that will target millennials with PR, coupons and social media activity.
“Our Spritz range has always been popular among a younger audience who don’t tend to drink wine,” said Olga Senkina, marketing director EMEA. “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 customers into the wine category.”
The NPD follows the launch of a pink pinot grigio under E&J Gallo’s Barefoot brand to extend rosé’s appeal to younger drinkers.