The Californian wine makers E&J Gallo think they have spotted a gap in the market and have made a wine range aimed at men.Wine has classically had the image of being a drink for the ladies but E&J Gallo think they can change this will good branding. The launch of the new range comes after news that they will be cutting back on their volumes of wine production in 2009 by taking part in less discount offers by retailers. Their new technque is to instead produce “reliable” wines that can be trusted and purchased buy people who want to know exactly what they are getting.
The range, which is aimed at 35-65 year olds and is called ‘Redwood Creek’ is hoped to appeal to men who like the outdoor lifestyle.It is not aiming to venture into the extreme sports of even very active sports markets but instead aims at appealing to those who they would consider “active in nature”.Outdoor pursuits that Gallo has said their new wines are inspired by include fishing, camping, hunting and hiking. They have already created links with the woodland trust, the Tourist Board of California,Riedel Glass and clothing label ‘Regatta’. Linking with partner organisations like this is something that has seen good success in America and they hope the UK will be the same.
The new range includes a Chardonnay and two reds, a Cabernet Sauvignon and a Merlot. Iain Newell marketing director for Europe has suggested the new wine charms the soul, with a rugged quality and a rich taste. “They will be everything you associate with nature and activity” Newell says, “freshness, passion and full flavours” are all qualities that this wine processes.A great deal of research was put into investigating the market and developing the products and early feedback from the US suggests they could be on to something.