E&J Gallo Winery plans to produce and market US-friendly versions of 'Old World' classics for its domestic and international markets.

The move follows the successful launch last year of Red Bicyclette in the US. Tailor-made for the US palate in southern France, the wine does not bear the Gallo name on the bottle.

With US wine drinkers preferring less costly, simpler wines with more familiar flavour profiles in an attractive package, Gallo intends to launch a Côtes-du-Rhône and Chilean wine later this year.