Gallo reveals new plans for Sierra Valley range
Gallo will relaunch its entry-level Sierra Valley wines in new packaging in April.
Western Europe marketing director Jane Hunter said: "We're definitely making a considerable investment in the brand. Last year we launched Gallo Family Vineyards to the trade and to consumers through transitional labels.
"We're now focusing on the consumer and bringing the brand to life through packaging and trade marketing."
Gallo has not yet revealed the details of the new look. The Sierra Valley tier was the only one to retain the E&J Gallo wording on labels during last year's Gallo Family Vineyards re-branding.
Hunter said the transitional labels would be kept for the 2006 vintage, but that the tier would be brought in line with the rest of Gallo's range next year.
Gallo wines are now the second-best selling in the UK off-trade. See Brands Report, page 27.