MTV star teams up with Gallo to spritz up drinkers' summers
Gallo has brought in TV presenter Laura Whitmore to promote Gallo Family Vineyards Spritz in a £1 million marketing campaign called Spritz your Summer.
The Californian producer will aim to hand out 300,000 samples of the 5.5% abv fruity, wine-based drink at festivals and other outdoor events.
Whitmore, a producer on MTV and ITV2, doubles up as a DJ and will offer drinkers advice on reinvigorating party playlists and turning their gardens into mini-festivals.
A social media campaign fronted by Whitmore aims to hit 10 million consumers, mainly through social media.
She said: “To celebrate the launch of Gallo Family Vineyards Spritz I’m revealing how to spritz your summer moments and turn them into exciting new experiences.”
Olga Senkina, Marketing Director at Gallo, added: “Gallo Family Vineyards Spritz is a great new direction for us. It’s fantastic tasting fruity flavour has been really well received by the industry and the consumer. We know there is a demand for a fruiter and sweeter taste. This is a strong emerging category.
“Gallo Family Vineyards Spritz can be the go-to choice for fruity wine lovers everywhere. The Spritz your Summer campaign fronted by Laura Whitmore is a great way for us to communicate this new taste sensation.”
The Spritz range includes a Pinot Grigio with pineapple and passionfruit, and a Grenache rosé with raspberry and lime.
Bill Roberts, Gallo’s general manager for Europe, said: “There are barriers to enter into the wine category. Many Millennials view the wine category as stodgy. It’s also a roll of the dice – they buy a wine they think they will like, but they don’t like it. People don’t like the taste, the higher alcohol taste.
“This group of consumers aspires to the sophistication of wine but they haven’t found one for them.
“Our plan to reach these consumers is Gallo Family Vineyards Spritz.”