Macho Wines Target U.K. Market

    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!

Posted in The Wine Business
Members-only Wine sampler specials delivered straight to your inbox via our Cyber Circle newsletter.

%d bloggers like this: