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E.&J. Gallo Winery, pushing its higher-price varietals as well as image, is launching its first national campaign for Gallo of Sonoma.

The ads center on Gina Gallo, a winemaker and granddaughter of winery co-founder Julio Gallo. She and her brother Matt have become the winery's public voices.

Slated to air on broadcast and cable TV, the 30-second spot for Gallo of Sonoma's Russian River Valley chardonnay includes the mention of awards the winery has received in the past year.


Tagged "Gallo of Sonoma, the new generation," the spot from agency Foote, Cone & Belding, San Francisco, has Ms. Gallo telling viewers winemaking is not just in her blood but in her hair and on her clothes. Print supports.

"We want to show America that winemaking is an art as well as a business," said Jeffrey Friedman, senior director of fine wine marketing at Gallo. "Our goal is to demystify winemaking and show how it is a down-to-earth process and a labor of love."

Gallo of Sonoma is in one of the hottest wine categories -- high-end varietals, which grew 18% in the last year. Competitive brands in the sector include Kendall-Jackson, Meridian, Mondavi and Fetzer, as well as some imports from Australia, Chile and France.

Later in the spring, Gallo is expected to start an additional push on its lower-end varietal lines, including its Turning Leaf and Gossamer Bay labels.

Generally, Gallo has only invested in a modest spring ad effort, saving most of

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