E&J Gallo (US)

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Selected E&J Gallo advertising

E&J Gallo is the world's biggest wine producer, handling an extensive collection of more than 90 brands, mostly produced in California. Annual production is around 86m cases. Although the main E&J Gallo brand family and its variants (including Family Vineyards, Turning Leaf and Signature) remain the flagship, the company has also developed a number of very successful supporting brands, either by acquisition or launch or through distribution partnerships. The most popular of these by far has been mid-priced Barefoot Cellars, acquired in 2005, and now the top-selling wine in the world by a sizeable margin. It is the only wine in the world to ship over 20m cases annually; US sales by value are almost double any other brand at around $670m in 2017. Other significant brands include Liberty Creek, Apothic and Dark Horse - all among the fastest-growing US wine brands in 2017 - as well as top-selling US prosecco La Marca, premium Louis M Martini, Orin Swift, MacMurray and William Hill and others; as well as a collection of low-end value brands including Carlo Rossi, Peter Vella, Livingston Cellars and Boone's Farm. The group also has a small but important presence in premium distilled spirits, now led by New Amsterdam vodka. Only launched in 2011, volumes topped 1m cases in its first full year, and have continued to rocket ever since. In 2016 alone, sales soared by more than a third to 5.1m cases, and it overtook Absolut to become the #2 vodka by US volumes behind Smirnoff. It is partnered by long-established E&J Brandy (volumes of 4.6m cases in 2017, according to Impact, with a retil value of $585m). The company began handling US distribution of Whyte & Mackay's Scotch portfolio at the end of 2015. Founded in 1933 by brothers Ernest and Julio Gallo, the business is still family owned and run. Joseph E Gallo, son of Ernest, is CEO; his son Ernest J Gallo was named as COO in 2018, and will take over the top job in 2020. Several other family members also work in the business. Revenues for 2017 were around $4.5bn. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see herefor information on how to subscribe.

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Who are the competitors of E&J Gallo? See Spirits & Wines index for other companies  

Capsule checked 4th July 2018


Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 5th Jun 2017: Ads of the Week "Pour Out Your Soul". Alcoholic spirits must be among the hardest brands to develop campaigns for, not least because there is so much you're not allowed to say for fear of seeming to promote drunkenness. So agencies tend to fall back on a few well-worn tropes: the moody outsider, the mates all-together, the party people... To their considerable credit, agency David & Goliath has found a new path (even if it draws on a few of those afore-mentioned concepts) for blockbuster US vodka brand New Amsterdam, now the local #2 ahead of Absolut. This lovely spot is likely to keep the brand in the limelight this summer. 


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