US producer Ernest & Julio Gallo is taking advantage of French wine producers’ failure to capture the hearts of the UK consumer with the launch of its own French wine brand.
Red Bicyclette, introduced to the US in September 2004, is now being trialled in the UK in response to what E&J Gallo believes is consumer demand for an approachable and contemporary French wine.
Jane Hunter, E&J Gallo’s director of marketing, Western Europe, said: “France is seen as the holy grail of wine from a consumer’s perspective but it can be intimidating to work out the appellations and labels. We are making it more understandable for consumers.”
E&J Gallo is working with a
producer from the South Languedoc region, Sieur d’Arques, to create the range, which includes three varietals - Chardonnay, Merlot and Syrah.
While France is still the number two supplier to the UK off-trade with a 17.7% share [ACNielsen year to May 14, 2005], Australia continues to move further into the lead with value sales up by 8.2% while France slipped 3.6% on the previous year. Hunter said E&J Gallo believed the brand could help redefine the French category internationally.
Jean-Francois Mau, of Yvon Mau, one of Bordeaux’s most powerful wine merchants, said French producers had been culturally blinded, thinking that wine would be protected from the rise of international brands.
“French producers can produce excellent wines but desperately need to produce international-style brands. They can learn from Gallo, although they should have spotted the gap earlier.”
The Red Bicyclette range is available from The Thresher Group as part of its three-for-two promotion across all wines (rsp: £7.99 each).
Sonya Hook
Red Bicyclette, introduced to the US in September 2004, is now being trialled in the UK in response to what E&J Gallo believes is consumer demand for an approachable and contemporary French wine.
Jane Hunter, E&J Gallo’s director of marketing, Western Europe, said: “France is seen as the holy grail of wine from a consumer’s perspective but it can be intimidating to work out the appellations and labels. We are making it more understandable for consumers.”
E&J Gallo is working with a
producer from the South Languedoc region, Sieur d’Arques, to create the range, which includes three varietals - Chardonnay, Merlot and Syrah.
While France is still the number two supplier to the UK off-trade with a 17.7% share [ACNielsen year to May 14, 2005], Australia continues to move further into the lead with value sales up by 8.2% while France slipped 3.6% on the previous year. Hunter said E&J Gallo believed the brand could help redefine the French category internationally.
Jean-Francois Mau, of Yvon Mau, one of Bordeaux’s most powerful wine merchants, said French producers had been culturally blinded, thinking that wine would be protected from the rise of international brands.
“French producers can produce excellent wines but desperately need to produce international-style brands. They can learn from Gallo, although they should have spotted the gap earlier.”
The Red Bicyclette range is available from The Thresher Group as part of its three-for-two promotion across all wines (rsp: £7.99 each).
Sonya Hook
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