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Gallo Backs Black Box With New Campaign, New Products

March 16, 2022

E.&J. Gallo is rolling out six new wines under the Black Box wine brand. The newcomers include three new offerings under Black Box’s “Taste-Forward” range: Tart & Tangy Sauvignon Blanc, Vibrant & Velvety Red Blend, and Deep & Dark Cabernet Sauvignon, each priced at $22 a 3-liter. Additionally, Black Box is introducing a lower-calorie “Brilliant Collection,” featuring Chardonnay, Pinot Grigio, and Cabernet Sauvignon, also retailing at $22. The Brilliant Collection wines have 70 calories a five-ounce serving.

Gallo is further backing Black Box—which it acquired from Constellation along with a host of other wine labels last year—with a national media campaign starring “Parks and Recreation” and “Big Little Lies” actor Adam Scott. According to the company, the “Savvy Man” campaign features Scott using “his wit and charm helping demystify the category and make premium boxed wines more approachable and inclusive.” The campaign is debuting this month across top streaming and digital platforms like Roku, Hulu, and YouTube. —Daniel Marsteller

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