Market research
The UK division of E&J Gallo Winery is lining up the release in the country of the French rosé expression of the group's Prophecy wine brand.
E&J Gallo Winery's Prophecy Rosé is the biggest-selling "premium" French rosé in the US
Launching later this month, Prophecy Rosé is the biggest-selling premium French rosé in the US in value terms, according to the California-based company, which defines 'premium' as between US$8 and $10.99 per bottle. Gallo's UK unit will roll out the SKU to the UK off-premise, with listings lined up in Tesco and Asda stores nationwide.
Prophecy Rosé, which carries an SRP of GBP10 (US$12.30) per bottle, will be backed in the country by a "highly-targeted" social media push.
"Prophecy has a real opportunity to disrupt the wine category in a similar way to craft beer and gin," said Gallo's marketing director for EMEA, Olga Senkina. "Both categories have experienced significant growth in consumers buying into them and we believe the attractive labels are a big reason for this."
The packaging of the multi-country brand, which has a design based on tarot cards, has resulted in an over-indexing among Millennial consumers in the US, according to Gallo.
Earlier this year, the group released a wine-based hard seltzer in the US under its flagship Barefoot brand.
