Click through to view E&J Gallo Winerys Merlot Rosé

Click through to view E&J Gallo Winery's Merlot Rosé

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E&J Gallo Winery's Merlot Rosé

Category - Wine, California, 9.5% abv

Available - Since April

Location - UK, off-trade (Asda, Morrisons, Tesco and Sainsbury's) and impulse stores

Price - GBP6.99 (US$11.19) per 75cl bottle

Distribution - E&J Gallo Winery

Merlot Rosé joins the current Gallo range of White Zinfandel and White Grenache, and is the first Californian Merlot Rosé available in the UK market, the firm claims.

The launch is being supported by marketing activity primarily targeted to its key female demographic. Headed by former beauty editor of Glamour and Vogue, Susannah Taylor, a ‘Gallo Merlot Rosé Guide to Picking your Perfect Pink' has been created, also available as a webcast.

Online, print, outdoor advertising and competitions will also form part of the campaign.