Gallo Family Vineyards has added Merlot Rosé into its portfolio of rosé wines, which currently includes White Zinfandel and White Grenache.
By introducing this third shade of pink to the Gallo Family Vineyards rosé offering, E&J Gallo Winery has brought the first Californian Merlot Rosé to the UK market.
Gallo Family Vineyards Merlot Rosé has been created as a light-bodied wine that has a lower alcohol content of just 9.5% abv, thus appealing to the growing number of consumers who look for lower alcohol options on a regular basis.
As with White Zinfandel and White Grenache, the Merlot Rosé is a candidate for chilled areas within the retail and convenience sectors, especially over the warmer months when impulse wine purchases are key.
Senior Marketing Manager for Gallo Family Vineyards, Olga Senkina commented:
“As a wine style, rosé is approachable and continues to increase in popularity.
“It is the perfect vehicle for introducing consumers to the wine category and by adding Merlot Rosé to our portfolio, we are giving retailers and ultimately consumers more choice, so that they can find a rosé that is suited to their tastes.”
Sitting alongside White Grenache and White Zinfandel, Merlot Rosé aims to offer a slightly darker hue of pink and softer finish, focusing on berry flavours of ripe plum, blueberry and hints of cranberry.
It has been designed to complement and complete the existing range of Gallo Family Vineyards rosé wines, adding to their on-shelf presence.
The launch of Merlot Rosé into the UK market is being supported by a through-the-line marketing campaign.
This includes consumer and trade focused PR and advertising aimed at increasing consumer awareness and demand.
Gallo Family Vineyards Merlot Rosé is available from retailers across the country including Tesco, Sainsbury’s, Morrisons and ASDA, RRP £6.99.