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.Although wine has a stronger associated with a women’s choice of drink, E&J Gallo think that a gap in the market is there for men’s wine. The new range launch comes soon after the statement that Gallo made about cutting down the volume of wine they are going to make in 2009 by talking part in less discount offers run by retailers. They will instead look to make more trustworthy and “reliable” bottles of wine that people can buy in the credit crunch at not risk getting anything unexpected.
The range, which is aimed at 35-65 year olds and is called ‘Redwood Creek’ is hoped to appeal to men who like the outdoor lifestyle.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”. Fishing, hiking, camping and hunting are activities that have been cited as inspiration and Gallo is looking to dominate the whole domain. They have already created links with the woodland trust, the Tourist Board of California,Riedel Glasses and clothing label ‘Regatta’. This kind of business linking technique has paid off the USA and they are hoping it will do in the UK also.
The newest wine range is said to include a Cabernet Sauvignon, a Merlot and one white, a nice 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” Newell says, “freshness, passion and full flavours” are all qualities that this wine processes.It seems from early statistics in the States that the long hours and large sums of money that were put into the market research for this venture have been paying off. It’s idea that is definitely working.
