Top US wine maker Gallo is riding a wave of consumer and retailer demand for its Garnet Point range. The brand was launched two years ago and this year AC Nielsen said it was the fastest growing brand in the category. To keep the interest up Gallo introduced a new Chardonnay Semillon twin varietal which went into trade last month ahead of schedule. It also has plans to bring out a Shiraz Cabernet early in the New Year. Marketing controller Ian Belcher said: "The wine delivers very well at £4.99. The important thing is to put it in front of consumers and get them to taste it." To do this a range of high profile tailormade promotions are being run with Safeway, First Quench and Tesco. Where possible free standing displays are being used in high traffic areas. Belcher is conscious of the statistics which show that only of a quarter of some multiples' shoppers go down the wine aisles, whereas in sections such as the deli counters the figure goes to over 75%. Despite this the trade requested the Chardonnay Semillon earlier than Gallo had planned and the demand for the Garnet Point range was beginning to outstrip supply. This particularly affects the red wines such as Zinfandel Barbera. The Garnet Point wines will be supported this month and next in the weekend magazines and the style press with ads using the From the Edge of the New World' strapline. {{DRINKS }}

Topics