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Gina Gallo, granddaughter of the late vintner Julio Gallo of E.&J. Gallo Winery, isn't just making higher quality vintages for the world's largest wine producer. She's also moving the brand into a new generation of marketing.

As a child, Ms. Gallo followed her brother around the vineyard outside their house, helping him prune the vines. Later, she studied winemaking at the University of California-Davis, and then took a job in the winery's sales department.

Now Ms. Gallo, 32, has a starring role in a marketing effort that is moving the brand's image from its jug-wine roots into the echelons of varietal wines.

Her Gallo Sonoma label jumped almost 30% in sales, from 105,000 cases to 225,000 cases, in the five years ending 1998, according to Impact Databank. Its marketing, however, is having a halo effect on other Gallo varietal labels, such as Turning Leaf and Gossamer Bay.

"She has provided a brilliant entree in moving the image of the old generation to the new generation in a way that still maintains the integrity of the family," says Eileen Fredrikson, VP at Gomberg, Fredrikson & Associates, a West

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