Want A Wine Just For Men? E&J Gallo Have Just Made One

The Californian wine makers E&J Gallo think they have spotted a gap in the market and have made a wine range aimed at men.Although wine has a stronger associated with a women’s choice of drink, E&J Gallo think that a gap in the market is there for men’s wine. The news of this new product follows the announcement that they will be reducing the amount of wine they make in 2009 by offering less wine deals to retailers. Instead, they aim to create more individual and “reliable” wines that people will trust and buy more of during the recession.

The range, called ‘Redwood Creek’ is aimed at men who are interested in the outdoor lifestyle and aged between 35-65 years old.It will look to go after the type of people they class as ‘active in nature’ rather than the heavily active or extreme sports sectors.  Fishing, hiking, camping and hunting are activities that have been cited as inspiration and Gallo is looking to dominate the whole domain. They have already created links with the woodland trust, the Tourist Board of California,Riedel Glasses plus the clothing label ‘Regatta’. This technique of creating partnerships has worked well for the winery in America and they hope it will do the same in the UK.

The new range of wines includes a simple Chardonnay and a couple of reds, a Merlot and a Cabernet Sauvignon.  Iain Newell marketing director for Europe has suggested the new wine charms the very soul, with a rugged quality and a rich taste. “They will be everything you associate with nature and activity” Newell states, “freshness, passion and full flavours” are all qualities that this wine range includes.  A great deal of research was put into investigating the market and developing the products and early feedback from the US suggests they could be on to something.