Californian wine supplier Gallo aims to make Moscato this season’s must-have varietal with the launch of two new wines and a £1 million ad campaign.
Gallo Family Vineyards Pink Moscato launches next month, while the new Barefoot Ruby Moscato becomes the fourth Moscato under the Barefoot umbrella.
Californian wine sales slid over the past year in the UK, but Gallo’s general manager Bill Roberts told OLN: “A lot of the decline is based on people leaving generic red and white wines. Varietals are up 3.5%. Consumers are becoming more sophisticated.
We have been all about building our varietal portfolio and building up the sweeter category.
“Our sweeter category grew 38% in 2013 and Moscato sales were up 109% so the fruits of our labour are starting to pay off.”
Gallo Family Vineyards Pink Moscato is priced at £6.99.
“With Gallo Family Vineyards our aim is to continue to grow the Moscato category,” said Roberts. “We want to make it an aspirational brand for our target audience.”
The supplier is also launching Gallo Family Vineyards Summer Rose in a bid to “bring a taste of summer to the UK”.
According to Nielsen the US is the dominant player in the UK rose category, with 47% of the revenue, ahead of Italy in second place on 13%.
Gallo accounts for 32% of the US rose category, and said it plans to build on that with a social media drive, aggressive consumer sampling, advertising and press campaigns.