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Gallo Gets Into Rum With New Shellback Brand

August 31, 2012

With its New Amsterdam gin and vodka and Camarena Tequila enjoying solid progress, wine giant E.&J. Gallo is set to enter another spirits category with the launch of Shellback rum. Shellback is made at West Indies Rum Distillery in Barbados and will include silver and spiced variants selling for $17 a 750-ml., reports the Modesto Bee. Shellback will enter what has become an increasingly competitive U.S. rum category, especially within the spiced segment, where market leader Captain Morgan has recently been challenged by a slew of rising upstarts like Sailor Jerry, Bacardi OakHeart and The Kraken.

Gallo’s aggressive foray into spirits of late—beyond its E&J brandy, which was launched in the late 1970s and sells 3.8 million cases annually—has been paying off. New Amsterdam gin (+12% to 700,000 cases last year) and Camarena (which more than doubled to 315,000 cases) are both Impact “Hot Brands.” Gerard Thoukis, Gallo’s senior director of marketing, told the Bee the company is now “actively looking at all major spirits categories.”

 

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