Ernest & Julio Gallo is planning to relaunch its Winecellars and Turning Leaf portfolios next year.
Newly-appointed senior director for international marketing Tamara Minick-Scokalo said: "The relaunch will be in April. We are playing with ideas and working on the budget for advertising, which will use print rather than television."
The revised marketing strategy, which will extend to other brands, will focus on more accurate profiling based on lifestyle and less on price segmentation. Minick-Scokalo added: "We are also looking at Garnet Point and Rivercrest."