Exclusive: Gallo Launches 200-ml. Tetra Paks, As Consumers Reach For Smaller Formats

Further to yesterday’s story on alternative packaging in the wine category, Gallo is launching what it says are a first in the market—200-ml. Tetra Paks—which will be featured across several of its key brands. The drinks giant’s new format includes resealable twist caps, and is intended to offer consumers single-serve packaging at an accessible price point, promoting trial and repeat purchases.

“We’re seeing a clear shift in how and where consumers want to enjoy wine,” said Britt West, Gallo’s chief commercial officer. “The 200-ml. Tetra is more than just a new format—it’s a catalyst for new occasions, new consumers, and new opportunities for our retail and on-premise customers. Fresh, fast, and portable, it’s built for today’s evolving wine landscape.”

Gallo’s new 200-ml. Tetras are initially debuting under several different brands, with more to be added looking into next year. The first rollouts include Barefoot, which will feature the format nationally both on- and off-premise; Clos du Bois, which is seeing a limited launch in Florida and New York on-premise accounts; Gallo Family Vineyards, in a full national rollout; and Mark West, with a limited on-premise launch and plans for expansion next year. Barefoot’s 200-ml. format retails at  $1.99 a single or $7.49 a 4-pack, while Gallo Family Vineyards is at $6.99 a 4-pack. Barefoot is the second-largest wine brand in the U.S. at 15 million cases, excluding its On Tap and Bubbly variants, and the leader by retail value at an estimated $1.2 billion, according to Impact Databank.

In a recent interview with SND, West noted that the 200-ml. Tetra space “allows the consumer to drink by-the-glass on a higher frequency, and creates an opportunity in c-stores, sporting events, and music festivals.”

Gallo also points out that the new size minimizes waste in the on-premise, speeds up service, and offers competitive pricing with other drinks categories. In the off-premise, the company adds, it’s tailored to consumers who are more frequently shopping for individual prepared meals and can grab a single serving of wine to accompany them.

The launch comes as the consumer spend on non-traditional wine packaging formats has grown 26% year-over-year, with younger consumers driving the trend. Tetra Paks have been at the leading edge of that growth, with Gallo asserting they preserve wine quality better than similarly sized formats like cans or PET.—Daniel Marsteller

Tagged : Barefoot, Clos du Bois, Gallo, Gallo Family Vineyards, Mark West

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