Gallo Revamps 3.8-Million-Case Apothic Brand
October 15, 2024Gallo’s Apothic wine brand from California played a huge role in the expansion of the red blend category over the past decade, and it continues to rank among the top 10 California table wine brands in the U.S. According to Impact Databank, Apothic reached a high-water mark of 4.1 million cases in pandemic-influenced 2020, before receding back to 3.8 million cases last year. Retailing from $11-$13 a bottle, the brand remains nearly a half-million cases larger than it was in 2019, and Gallo is now looking to reinvigorate Apothic’s growth with a packaging refresh and new campaign.
“We’re optimistic about Apothic’s outlook for the holiday season and 2025,” Carmen Maria Navarro, Gallo’s senior director of brand management, tells SND. “The holiday season is a crucial time for wine, and our new label refresh will attract attention on shelves, engaging both loyal fans and new consumers.”
Navarro says Apothic’s new look, which features a bold ‘A’ calling out the brand above the varietal, will stand out better on store shelves, allowing consumers to easily locate it. “It’s no secret that the wine industry is becoming increasingly competitive, and strong shelf presence is essential for capturing consumer attention,” she notes. “The updated label enhances our connection to key wine occasions, especially food pairings.” Gallo says the redesign is the result of a comprehensive two-year renovation, during which Apothic engaged over 52,000 consumers to survey their perceptions of the brand.
The launch of Apothic’s makeover is being backed by a “Find Your Signature Taste” campaign emphasizing the versatility of the portfolio and encouraging consumers to explore its various expressions, led by the flagship Red Blend but also including several other blends and single varietals. The brand is also playing up food-pairing through a collaboration with chef Olivia Tiedemann, who is highlighting Apothic pairings for her 4.4 million Instagram followers.
Gallo’s effort on Apothic comes as wine marketers look to turn up the volume ahead of the holiday season. Impact Databank projects that the U.S. wine market will decline 2% by volume this year, with the outperformance of the above-$10 segment helping to boost the value side. Apothic ranks as the fourth-largest table wine brand in retail value within the above-$10 tier at more than $500 million annually, behind only Josh Cellars, Stella Rosa, and Meiomi.
“Looking ahead to 2025, we anticipate continued strength in the red blend category,” adds Navarro. “We’re confident that Apothic’s signature flavors and accessible price point will keep us at the forefront as we focus on quality and innovation while adapting to evolving market trends.”—Daniel Marsteller
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