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E & J Gallo Winery has announced its acquisition of Bev, a Californian beverage brand with a portfolio of canned wines and spritzers. The acquisition comes two years after E & J Gallo Winery obtained exclusive US distribution rights for Bev. Founded by Alix Peabody in Venice, California, Bev aims to promote ‘empowerment and inclusivity’ in beverage and beyond. With its mission to ‘do it different, do it better. Break the glass’, the company highlights a focus on breaking down barriers and ‘building connections that educate and inspire’. Bev’s TTB-approved ‘zero-sugar’ canned wines are three carbs, 100 calories per serving and 11.9% ABV as well as gluten free. In a statement announcing the acquisition, Peabody said that Bev was founded out of a passion for changing “not only the drinks in our hands, but the culture surrounding drinking.” She commented: “When I met Stephanie Gallo, it became immediately clear that Gallo’s values and commitment to women and diversity in the industry exemplary of the exact change we aim to create. We could not be more excited for this partnership and can’t wait to expand the reach of our products and our community.” Commenting on the announcement, CMO Gallo said: “After meeting Alix two years ago, I could sense the power of the Bev brand, and I respected the innovation and unique approach to reaching consumers. I immediately knew we had to find a way to work together.” She added: “At Gallo, we are on a mission to serve joy as we win new friends for wine, which means ensuring consumers have access to products that make them feel welcome. As an industry, we are adapting and evolving to remain relevant to the next generation of alcohol beverage consumers.” Gallo’s Bev portfolio includes Bev Rosé, Bev Blanc, Bev Gris, Bev Noir, Bev Glitz, Bev Glam, Bev Glow, Bev Pride, and the newly released Bev Brite. All varietals are from California and are available in 4-packs of 250ml cans and retail between $15.99 and $17.99.