Product Launch - US: E&J Gallo's Shellback

By | 3 September 2012

Click through to view E&J Gallos Shellback

Click through to view E&J Gallo's Shellback

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E&J Gallo's Shellback

Category - Spirits, rum, Barbados, 40% abv

Available - From this month

Location - US, in 30 states

Price - SRP of US$17 per 75cl bottle, also available in 5cl, 20cl, 37.5cl and 1-litre bottles

Distribution - E&J Gallo

E&J Gallo is branching into the rum category in the US through the launch of Shellback in the country, according to local reports.

Californian newspaper the Modesto Bee said late last week that the wine company is upping its spirits presence with the roll-out of two variants under the Shellback name. Silver and Spiced were released at the weekend, the paper said, each carrying a price of US$17 per 75cl bottle.

Both rums are produced by West Indies Rum Distillery in Barbados, before being bottled by Gallo in California.

Back in July, Gallo added two additional flavours to its New Amsterdam vodka range in the US.

Expert analysis

E. & J. Gallo Winery: Consumer Packaged Goods Company Profile, SWOT Report

Canadean's "E. & J. Gallo Winery: Consumer Packaged Goods Company Profile, SWOT Report" contains in depth information and data about the company and its operations. The profile contains a company overview, business description, SWOT analysis, key facts, information on products and services, plus information on key news events affecting the company.

Sectors: Product launches, Spirits

Companies: Gallo

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Related research

E&J Gallo Winery Inc in Wine (World)

E&J Gallo Winery became the leading global wine company in 2011, following Constellation Brands’ divestments in the UK and Australia. Due to challenging conditions in the company’s key US and UK markets, E&J Gallo increased its focus on international...


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