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E&J Gallo gives E&J Brandy "more premium" look

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E&J Gallo has unveiled an update to the packaging for its namesake brandy portfolio in the US.

The new look will apply across the E&J Brandy range

The new look will apply across the E&J Brandy range

The revamp, the brand's first in its 45-year history, was announced earlier this week. The US-based company said the addition of "elongated shoulders" and a "curved base" have been introduced to give the new design "a more premium look".

Also featuring in the refresh is metallic paper, an embossed 'E&J' logo and the E&J crest on the cap.

"We're excited to bring our … new look to the classic … taste that people know to be E&J Brandy," said Gallo's GM, Britt West. "You don't run the game by standing still, so we're proud to evolve alongside E&J fans, who are also constantly growing and adapting to elevate every aspect of their lives."

The new look for the brandy, which Gallo claims is the most popular American brandy in the US, will roll out across the country this month.

Earlier this year, Gallo's proposed purchase of around 30 wine and spirits brands from Constellation hit a snag as the US Federal Trade Commission requested further information from the two companies about the US$1.7bn transaction.

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Sectors: Spirits

Companies: E&J Gallo

Expert Analysis

Brandy (Spirits) Market in United States of America - Outlook to 2022: Market Size, Growth and Forecast Analytics

Brandy (Spirits) Market in United States of America - Outlook to 2022: Market Size, Growth and Forecast Analytics

Brandy (Spirits) Market in United States of America - Outlook to 2022: Market Size, Growth and Forecast Analytics is a broad level market review of Brandy market in United States of America.

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