Winery E&J Gallo Make New ‘Man’ Wine
The Californian wine makers E&J Gallo think they have spotted a gap in the market and have made a wine range aimed at men. Wine has always had more of an association with the female client but Gallo think that with strong branding they can cut a niche. The new range signifies a new direction in their business model, after they recently stated they are looking to decrease the volume of wine they sell in 2009 by canceling some of their discount offer deals with retailers. Instead, they aim to create more individual and “reliable” wines that people will trust and buy more of during the recession.
The range, called ‘Redwood Creek’ is aimed at men who are interested in the outdoor lifestyle and aged between 35-65 years old.It will not enter the very active or extreme sports market but will instead look to target those people who like to be” active in nature”.Activities that have been named as inspiration for the wine include hiking, fishing, hunting and camping. They have already created links with the woodland trust, the Tourist Board of California,Riedel Glass plus the clothing label ‘Regatta’. Linking with partner organisations like this is something that has seen good success in America and they hope the UK will be the same.
The new wine range includes a Merlot, a Cabernet Sauvignon and one white wine, a Chardonnay. Iain Newell marketing director for Europe has said that the new wine charms the very soul, with a rugged quality and a rich taste. “They will be everything you associate with nature and activity” comments Newell, “freshness, passion and full flavours” are all qualities that this wine boasts.A great deal of research was put into investigating the market and developing the products and early feedback from the US suggests they could be on to something.
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