Gallo, Kendall-Jackson uncork fresh identitiesSips By Jerry Shriver
Given the hyper-competitiveness of the wine business, even long-established producers have to regularly tweak their strategies in order to stay in the spotlight.After all, who cares much about another vintage of a familiar old California Chardonnay when there are Tannats and Viogniers from Uruguay beckoning?
The trick is to present a fresh face occasionally, win new customers and perhaps charge a little more without alienating longtime loyalists. Two of California's most famous names have been tinkering with their identity recently in order to meet that challenge, and the results are now showing up in stores:
As it turns 73 this year, Modesto-based Gallo Winery is unifying its Gallo of Sonoma and E. & J. Gallo product lines and placing them under one new umbrella brand called Gallo Family Vineyards. The wines are being renamed and will feature a new label depicting three redwood trees, which represent the family's three generations of winemakers.
“This is a transition into a different look, an opportunity to evolve,” says third-generation winemaker Gina Gallo.
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