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. Wine has always had more of an association with the female client but Gallo think that with strong branding they can cut a niche. The news of this new product follows the announcement that they will be reducing the amount of wine they make in 2010 by offering less wine deals to retailers. Their new technque is to instead produce “reliable” wines that can be trusted and purchased buy people who want to know exactly what they are getting.
The range, called ‘Redwood Creek’ is aimed at men who are interested in the outdoor lifestyle and aged between 35-65 years old.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.Camping, hiking, hunting and fishing are all activities that Gallo has cited as inspiration for their new product. They have already created links with Adventure Bottle Openers, The Woodland Trust, the Californian Tourist Boardand tableware brand Montana. Linking with partner organisations like this is something that has seen good success in America and they hope the UK will be the same.
The new wine range includes a Merlot, a Cabernet Sauvignon and one white wine, a Chardonnay. Iain Newell marketing director for Europe has said that the wine has a rugged quality and a rich taste. They will be everything you associate with nature and activity Newell states, freshness, passion and full flavours are all qualities that this wine range includes. A great deal of research was put into investigating the market and developing the products and early feedback from the US suggests they could be on to something.
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