UK: Gallo adds to Australian portfolio
E&J Gallo is expanding its Australian portfolio with the growth of its McWilliam's brand internationally.
The US wine company has announced plans to introduce a new tier of McWilliam's wines carrying the signature of JJ McWilliam, son of founder Samuel McWilliam. The JJ McWilliam's range will be priced at £4.99 and includes six dual varietal wines. The range will be on-shelf from February through grocers, wholesale, specialist off-licences and the on-trade, including E&J Gallo's partner WaverleyTBS.
The launch will be supported this year by a £1.5m marketing investment campaign. The programme will include an extensive sampling campaign, PR programme, winemaker events and advertising campaign aimed at challenging traditional wine advertising with an irreverent and quintessentially Australian attitude, the company said.
"We feel that brands with clear and distinctive propositions that meet consumer needs, combined with significant marketing spend, will re-energise and the drive growth of Australian wine and the total wine market," said Glenn Caton, marketing director at E&J Gallo.
Each of the six wines in the JJ McWilliam's brand are dual varietal blends ranging from classic Australian blends such as Semillon Chardonnay, Chardonnay Colombard, Shiraz Cabernet and Cabernet Merlot as well as McWilliam's family specialities such as Shiraz Merlot and Semillon Sauvignon Blanc.
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