Gallo Going On Offense In Washington With Columbia Winery Relaunch

Having entered the burgeoning Washington wine category last year with the acquisitions of the Columbia Winery and Covey Run brands, E.&J. Gallo is now planning to raise Columbia’s profile with a 2014 relaunch. Gallo tells SND the intent is to build on the winery’s 50-year history while presenting a more “progressive, forward-looking” image for the wines, intended to reflect the character of Washington state.

Among the changes, a repackaging effort on Columbia is slated to begin in Washington, Oregon, Idaho, Wyoming, Montana and Alaska early next year, with the rest of the U.S. following in September. Four wines will be included in the relaunch—Cabernet, Chardonnay and Merlot varietals and a red blend called Composition—of which 20,000 cases each are being released, for a total of 80,000 cases. Other moves at Columbia include a new winemaker at the helm, Canadian Sean Hails, who has previously worked for Gallo in California.

Columbia Winery also produces limited-release, tasting-room wines including a Syrah, two Cabernet Sauvignons, Viognier, Grenache rosé, Riesling, an off-dry Muscat and Wahluke Slope blends. For next year, only the four wines above will be in three-tier distribution, but Gallo says that looking ahead the winery’s commercial releases will vary from vintage to vintage.

Since purchasing Columbia and Covey Run from the disbanding Ascentia Wine Estates in 2012, Gallo has made no secret of its intentions to build a significant presence in the Washington category, whose volume rose 6% year-to-date through December 1 in SymphonyIRI channels. Roger Nabedian, senior vice president and general manager of Gallo’s Premium Wine Division, said last year the company was targeting as much as 1 million cases in Washington wine sales within five to 10 years.

Tagged : E&J Gallo, Washington, wine

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