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Gallo Launches New Ad Campaign For New Amsterdam Vodka

June 1, 2017

E.&J. Gallo is unveiling a major new ad campaign for New Amsterdam Vodka with a TV push called “Pour Your Soul Out.” The effort will begin with an ad set to air during tonight’s NBA Finals game.

The campaign follows a drummer, Omari Williams, as he practices, performs and gives his art his all. Following the game-time launch, the ad will air throughout June during primetime showings of ESPN’s SportsCenter. The push will also include digital activations, including a 24-hour YouTube masthead takeover to reach every person 21-and-over on the site. Gallo declined to provide a campaign spend, but Ad Age estimates the outlay at $10 million.

New Amsterdam, which launched in 2011, has quickly risen to become the second-largest vodka brand in the U.S., after Smirnoff. In 2016, New Amsterdam depleted 5.1 million cases in the U.S., a 36% jump from the previous year, according to Impact Databank. Retailing in the $10-$15 a 750-ml. segment, the brand’s annual retail value is estimated at $720 million, virtually all of that in the U.S. market. In addition to the core vodka, New Amsterdam’s offerings include Peach, Mango, Red Berry, Pineapple, Coconut, Orange and Citron flavor extensions.—Shane English

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