E&J Gallo is seeking to attract more drinkers to the premium Californian wine sector in 2009 with the United Kingdom rollout of its male-oriented Redwood Creek brand, following its success in the U.S. market.
Sitting alongside existing premium U.K. brand Turning Leaf — which itself is undergoing a relaunch this year — Redwood Creek is championed as a drink for those who enjoy the “great outdoors,” and aims to attract 35- to 65-year-old men to the sector.
To emphasize the outdoor-type theme, the brand has marketing partnerships with outdoor clothing label Regatta and the Woodland Trust.
Iain Newell, marketing director for Europe at Gallo, said: “This is more about hiking, fishing and camping than extreme sports, and we are planning a program of events and promotions around these areas to launch and develop the brand.”
Gee, and we thought wine enjoyment was all about… the wine. Silly us!