Gallo launches low-alcohol wines for millennials

California wine giant E amp;J Gallo is hoping to woo young “millennials” intimidated by wine with the launch of new, low alcohol sparkling wines in tropical fruit flavours.

Gallo Family Spritz, which will launch in May accompanied by a £1m marketing spend, comes in two flavours – Passionfruit amp; Pineapple (over a Pinot Grigio base) and Raspberry amp; Lime (over rosé grenache) with an RSP of about £5.99 a bottle.

UK general manager and Gallo VP Bill Roberts told Wholesale News: “Our aim is to make wine accessible. For millennials [those born between 1980 and 1990], wine is ‘too formal’ or ‘too alcohol-tasting’ and ‘too inconsistent’. Our aim is to draw in those consumers aged between about 20 and 33 who want the sophistication of winewith a sweeter, less obviously alocholic taste.”

Gallo is also launching a new, lower-alcohol variant of its hugely successful Barefoot brand: Barefoot Refresh is aimed at “existing wine drinkers who seek a more refreshing and flavourful beverage as an alternative to traditional wines to enjoy on summer social occasions such as barbecues, picnics and sporting events,” according to Roberts.

Barefoot Refresh is available in three varietals Crisp Whitte (ABV 9%), Crisp Red (ABV 10%) and erfectly Pink (ABV 9%), all with an RSP of £6.99.

The company said it would also be supporting its other brands – premium wine Apothic Red, New Amsterdam vodka and E amp;J Brandy – throughout 2015. 

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