Gallo Family Vineyards has introduced a third addition to its Spritz range, Spritz peach and nectarine.
Created to bring new consumers to the wine category, Spritz peach and nectarine will help build on the success of the Spritz portfolio, which has added £4.5 million to the wine category since its launch in 2015, Gallo said.
It is a gently carbonated, fruit-flavoured drink, inspired by the sun-drenched fruits of California. Best served over ice, it joins the two existing variants – raspberry and lime, and pineapple and passionfruit – and has been developed for a younger consumer who likes the sophistication of a wine but is seeking a lighter, sweeter alternative.
Gallo will support the launch with an impactful integrated marketing campaign consisting of above-the-line, sampling, social media, PR, and trade marketing activity. It represents a significant investment for the brand and has been devised to appeal to millennial consumers, while clearly communicating the key product attributes.
The new product will be accompanied by a nationwide sampling campaign. © Tom Horton
A nationwide sampling campaign targeting over 300,000 people will take Spritz on the road during July, August and September, visiting busy shopping streets and parks in more than 35 towns and cities up and down the country. Samples will be available from a branded Spritz van and distributed by promotional staff, while office workers will receive bottles of the Spritz range at their desks to share with their colleagues and add a little twist to after-work drinks.
Sampling activity will be supported with a digital media campaign, as well as in-store trade marketing, with stylish point-of-sale materials being made available to stockists.
Olga Senkina, marketing director EMEA for E&J Gallo, said: “We have seen great success with our Spritz portfolio since launch, so it made sense to continue our investment in the offering and expand the range with a peach and nectarine variant.
“The range appeals to a younger consumer who is looking for alcoholic drinks with a sweeter and fruitier taste profile, more than traditional wine styles. Spritz brings the next generation of wine consumers to the category by offering them a fruity option that suits their taste and their lifestyles.”
Available from stores nationwide, the new product will have a recommended retail price of £4.99.
© FoodBev Media Ltd 2024