E&J Gallo is to drop the Sierra Valley sub-brand from its entry-tier wines as part of the branding overhaul that began last year with the launch of the Gallo Family Vineyards umbrella label .
The company has repackaged the Sierra Valley brand, with a new label design to emphasise the Gallo name on-pack and make it more memorable for consumers.
The new label is trapezoid in shape and marks the first time the shape has changed on the Gallo entry-level brand. It features red Californian hills and uses thicker paper than the previous label to emphasis the brand's quality positioning.
"The striking visuals on the new packaging appeal to a broad range of people," said Jane Hunter, western European marketing director for the company.
"We undertook tests with our loyal consumers, which proved to be extremely positive and the modern design will attract new consumers to the brand."
E&J Gallo will also launch a new rosé wine in the UK, under the Gallo Family Vineyards brand.
The wine is a Shiraz Rosé and it is drier in style than other rosés in the portfolio, including a White Grenache, which Gallo claimed was the most popular rosé in the UK.
The other Gallo sub-tiers, including Turning Leaf, Coastal Vineyards and Sonoma County, will remain unchanged.
The relaunch came in the same week that Ernest Gallo, who founded the winery in 1933 with his brother Julio when prohibition ended, died at the age of 97.