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Gallo Targets 3-Liter Box Segment With Fast-Rising Naked Grape

March 18, 2014

E&J Gallo is moving into the 3-liter boxed wine category with one of its fastest-growing brands, The Naked Grape. The label’s new 3-liter boxed format, retailing at $20, will be in national distribution next month. The Naked Grape will feature Pinot Noir, Chardonnay, Pinot Grigio, Cabernet Sauvignon, Harvest Red Blend and Moscato wines in 3-liter box packaging, taking on ascendant boxed brands like Constellation’s Black Box and DFV Wines’ Bota Box, which depleted 3.4 million (nine-liter) cases and 2.6 million cases respectively last year, according to Impact Databank.

In announcing the new 3-liter offering, Gallo vice president of marketing Stephanie Gallo said, “We are seeing a resurgence in the popularity of box wine today, with the number of new high-tier 3-liter boxes growing 35% since 2009.”

While it’s a newcomer to the premium boxed category, The Naked Grape—which debuted in 2010—has already asserted itself as one of the fastest-expanding performers across the U.S. market’s $8 a 750-ml. price point, rising nearly 50% to 725,000 cases in 2013. The brand offers Pinot Grigio, Chardonnay, Moscato, Pinot Noir, Cabernet Sauvignon, Malbec, Harvest Red and Summer White wines in bottled format.

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