Sugababe Heidi in Gallo Summer Red campaign

15 June, 2011

California wine brand Gallo Family Vineyards has signed Sugababe Heidi Range for a marketing campaign for its new Summer Red wine.

The singer has dyed her blonde hair red for the campaign which includes advertising, brand experiences and sampling.

Summer Red is a medium- to light-bodied wine, with a lower abv content at 10.5%, and is designed to be drunk chilled.

It has an rrp of £6.99 and is being listed by Asda, Morrisons, Sainsbury’s and Tesco. It is also available in the independent retailers including Bargain Booze, Costcutter, Londis and Budgens.

Olga Senkina, senior marketing manager at Gallo Family Vineyards, said: "This wine has a taste profile that is accessible to non-red wine drinkers, and is the perfect vehicle for bringing new consumers to the red wine category.

“We are delighted with Heidi's involvement in the Summer Red campaign as she resonates with our key audience".




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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