E. & J. Gallo Winery launches new pink wine for women

on 07/07/11 at 5:13 pm

Wine

E. & J Gallo Winery (Gallo Winery), a family-owned winery in the UK, has launched Merlot Rose, a third shade of pink in its rose range wines, in the UK. The newly launched wine is targeted at female demographic and is focused around ‘pink’ as a key consumer trend.

Gallo Family Vineyards portfolio of rose wines also includes White Zinfandel and White Grenache. Merlot Rose is currently available for sale in ASDA, Morrisons, Tesco and Sainsbury’s and also in impulse stores nationwide.

The winery is also planning to support its product launch with online, print and outdoor advertising and a partnership with Marie Claire online promotion, Food and Drinks Innovation reported.

It also includes the development of exclusive content and competitions with the fashion and beauty website. ‘Gallo Merlot Rose Guide to Picking your Perfect Pink’ is led by Susannah Taylor, former beauty editor of Glamour and Vogue. The newly launched wine is currently available for sale at an RRP of £6.99.

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