Gallo Reloads With Crop Of Up And Coming Wine Brands

E.&J. Gallo fielded the most domestic wine brands of any marketer on Impact’s recently released “Hot Prospects” list, recognizing the fastest-growing smaller labels across the industry. Gallo’s Hot Prospect stable includes six brands spanning a range of styles.

The largest domestic Hot Prospect overall this year was Gallo’s La Terre. The California brand accelerated last year as its growth rate registered 17.5% to bring it to 235,000 cases. The brand has been a steady climber, building on an established base of 170,000 cases in 2019. A value brand, the La Terre portfolio includes Chardonnay, Cabernet Sauvignon, White Zinfandel, and Merlot, among other options, generally priced under $10 a bottle.

La Terre was one of the 30 brands Gallo acquired from Constellation in an $810 million deal closed in early 2021. Two of Gallo’s other Hot Prospect honorees came from that same Constellation deal: Cribari and Franciscan. Cribari was another new addition to the list, improving its fortunes by 18% and reaching 200,000 cases in 2022. Franciscan, meanwhile, known as a pioneer in helping to establish the Meritage designation for Bordeaux-style wines in California, saw volumes jump by 30,000 cases, or 19%, to 185,000 cases. The brand includes varietal wines in the $13-$16 area as well as higher end Magnificat Meritage ($55).

Also in the Gallo stable is Proverb. The California brand’s portfolio includes Rosé, Merlot, and Pinot Noir, among others. The label has grown consistently and took off last year, rising 23.5% to 210,000 cases. It’s joined by Barefoot Bright & Breezy, a spinoff of Barefoot Wine that capitalizes on the low-abv trend at 6% abv and 70 calories a glass. Available in Rosé, Pinot Grigio, and Chardonnay options, it rocketed to 105,000 cases in its second year on the market, up from a minimal base in 2021.

A very recent addition to Gallo’s portfolio also made the list in Bev. Gallo acquired Bev in June of this year for an undisclosed sum, two years after it obtained exclusive U.S. distribution rights to the canned wine and spritzer brand. Founded by Alix Peabody in Venice, California, Bev is said to be the first TTB-approved “zero sugar” canned wine on the market. The Bev wines are three carbs, 100 calories per serving, 11.9% abv, and are all gluten free. Bev sells in 4-packs of 250ml cans and retails between $16 and $18.

Gallo CMO Stephanie Gallo said, “As an industry, we are adapting and evolving to remain relevant to the next generation of alcohol beverage consumers. I see the Bev portfolio as a welcome addition to Gallo’s product family that will allow us to continue to offer our consumers beverage options to celebrate any occasion.”

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