Wellington House 4-10 Cowley Road Uxbridge Middlesex UB8 2XW Tel: 01895 813444 Fax: 01895 818048 Key contacts Sales director UK & Eire David Bradley Operations director Charlie Frohock Marketing controller Ian Belcher Senior marketing manager Ian Jones Business unit managers Roger Boucher Lloyd Stephens Andy Hicks Key brands Ernest & Julio Gallo Wine Cellars Ernest & Julio Gallo Turning Leaf It was a good year for the UK wine market, particularly for New World importers, but especially for Ernest & Julio Gallo. It's official, according to AC Nielsen, Ernest & Julio Gallo continues to stand out from the crowd as the UK's No.1 wine brand ­ for the 6th consecutive year running. UK marketing controller Ian Belcher says: "It is a great achievement and a credit to Ernest Gallo and his family. Ernest Gallo still owns and runs the company today, after founding the winery in California with his brother Julio in 1933.'' Ernest & Julio Gallo is not only the number one wine brand but is now ranked at number seven in the top ten drinks brands in the UK with a 22.7% increase in sales (source: ACNielsen). Single varietals like Ernest & Julio Gallo Ruby Cabernet and White Grenache are icons in their own right, and certainly amongst the nation's favourite wine tipples. New World wines lead the way New World wine brands have been driving the growth of wine sales over the last decade ­ UK wine sales grew by 54% between 1995 and 2000 (source: Mintel) and are worth about £6.2bn. The market is set to grow a further 37% over the next five years. According to Belcher, California continues to show sustained growth ­ increasing some 34.5% over the first six months of this year (source: ACNielsen). He says: "In general, New World wines have performed well in the UK market because they are easy to understand. They appeal to consumers because they are clearly labelled by grape variety and deliver the ripe, fruit driven flavours consumers want. "Ernest & Julio Gallo have been at the forefront of this New World wine revolution and continue to invest in their brand portfolio. The Winery is delighted with the phenomenal progress and strives hard to keep its excellent reputation with the consumer ­ for instance the new vintages have been produced with the UK palate in mind with upgraded, drier wines." Following extensive consumer research, new label features were introduced in autumn 2000 to further strengthen the brand's credentials. Belcher explains: "The new look incorporates the Ernest & Julio Gallo "roosters" and the name Wine Cellars also features in order to give further differentiation to the UK's most popular brand. "The signature watercolour vineyard remains and has been transformed into a gold embossed version giving a high quality cue to specific grape varieties. The varietal names have also been enhanced with colour to help consumers select their favourite type." Brand support ­ brand value Ernest & Julio Gallo have consistently supported their brands with heavy-weight, high profile advertising both in trade and consumer press. Pioneers in the wine advertising world, Ernest & Julio Gallo maintain their reputation for producing attractive and successful advertising campaigns to suit their specific markets. This autumn sees the launch of a major new press campaign in leading UK titles including national newspaper supplements and consumer magazines. According to Belcher this coming campaign will still maintain the Ernest & Julio Gallo heritage but will focus more on the different taste profiles of its range. "Our new advertising, although anchored in our family heritage, really focuses on the superb taste qualities of our wines." {{Z SUPPLEMENTS }}