Gallo ramps up investment in Dark Horse brand

E&J Gallo Winery is doubling its marketing investment for its Dark Horse label along with a packaging overhaul for the brand, in a bid to continue the “outstanding performance” recorded in 2017.

The Californian premium wine brand will be given new packaging across the portfolio to help drive awareness and visibility. The new label features a more prominent version of the Dark Horse logo, and new cap colours.

The brand recorded 54% growth in the UK over the past 12 months, according to the producer, driven by sales of a number of varietals including Cabernet Sauvignon, Merlot, Chardonnay, Pinot Grigio and Sauvignon Blanc.

Paul Sorrentino, VP and general manager EMEA at E&J Gallo Winery, said: “We believe Dark Horse wine delivers on its promise to consumers to deft expectations. Dark Horse winemaker, Beth Liston, remains committed to quality and making wine that everyone should get to enjoy. For sure, consumers will get greater quality out of a bottle of Dark Horse than they might have expected for the price they paid for the wine.”