Gallo Targets 3-Liter Box Segment With Fast-Rising Naked GrapeMarch 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.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.