Exclusive: AFRICA/UK: E&J Gallo Winery sees South African Barefoot as gateway to Africa

By | 28 February 2013

Until last year, E&J Gallos Barefoot wine brand was produced only in California

Until last year, E&J Gallo's Barefoot wine brand was produced only in California

E&J Gallo Winery is targeting growth across Africa through a South Africa-sourced variant of its US wine brand, Barefoot.

The US-based company, which is the world's largest privately-owned wine producer, sells California-produced Barefoot globally. However, since last year, it has partnered with Van Loveren, a family-run winery in Robertson, South Africa.

The SA Barefoot was released exclusively in the country in May, and Gallo now plans to roll it out across the rest of Africa.

Speaking to just-drinks in London earlier today (28 February), Gallo's VP & general manager for Europe, Middle East and Africa, Bill Roberts, said the locally-produced Barefoot will only be available in Africa.

“In South Africa, we're selling the Barefoot brand with locally-produced wine, which is made under licence,” he said. “We intend to use this as a launchpad for the rest of Africa.

“We have distribution partners in Kenya, and we're looking at the rest of the East African Community (EAC) - Burundi, Kenya, Rwanda, Tanzania and Uganda,” Roberts added. “We're doing the same in Ghana and its surrounding countries. We also have a very healthy business in Nigeria."

Roberts would not rule out a wider roll-out of the SA Barefoot in the future. “We have no plans to bring South African Barefoot to Europe,” he said.

“It's solely for Africa. For now.”

Expert analysis

Wine Market in Africa to 2017: Market Guide

Canadean’s, "Wine Market in Africa to 2017: Market Guide" provides in-depth detail on the trends and drivers of the Wine market in Africa. The quantitative data in the report (historic and forecast consumption values) analyses the dynamics in the African countries, providing marketers with the essential information to understand their own and their competitors’ position in this market and the information to accurately identify where to compete in the future. The report provides data to help companies in the Wine industry better understand the changes in their environment, seize opportunities and formulate crucial business strategies.

Sectors: Wine

Companies: Gallo

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