Ernest & Julio Gallo has unveiled plans to relaunch its Wine Cellars brand under the name Sierra Valley next month.
E&J Gallo said new labels would be used to highlight the Californian origin of the wine.
Labels will also be colour-coded to identify different varieties in the portfolio. Sierra Valley will be split into a classic range and an upmarket premier range. No price changes are currently planned. The relaunch will include new packaging and will be supported by a £7m advertising and marketing campaign, using broadsheet newspapers, magazines and PoS material.
The brand's fresh look will be backed by a roadshow touring the UK from May to September.
E&J Gallo said the Wine Cellars relaunch would be followed by changes to its Turning Leaf portfolio towards the end of this year.
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E&J Gallo said new labels would be used to highlight the Californian origin of the wine.
Labels will also be colour-coded to identify different varieties in the portfolio. Sierra Valley will be split into a classic range and an upmarket premier range. No price changes are currently planned. The relaunch will include new packaging and will be supported by a £7m advertising and marketing campaign, using broadsheet newspapers, magazines and PoS material.
The brand's fresh look will be backed by a roadshow touring the UK from May to September.
E&J Gallo said the Wine Cellars relaunch would be followed by changes to its Turning Leaf portfolio towards the end of this year.
{{MARKETING }}
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