Gallo, one of the biggest wine companies in the world, is bringing its Barefoot Wine range to South Africa. According to a Gallo source, the Barefoot wine range will be supported by a huge marketing drive into the country.
“The juice is practically on its way,” the source said. “Gallo is convinced that there is huge potential for brand-building in the South African wine market, which has not been exploited by local wine producers.
Barefoot Wines is one of Gallo’s most popular brands and has received critical recognition for its easy-drinking accessibility. The range that is expected to hit South African shores will include a bubbly, Merlot, Sauvignon Blanc and Pinot Grigio.
Gallo’s foray into South Africa comes at a time when the local market is in a slump with brands pounding each other by competing on price and local consumption at a low of 6,5 litres per person per year.
But apparently Gallo sees something in the South African wine market other companies have not been able to pin-point.
Speaking at the AGM of Wine Cellars South Africa, Distell wine-supremo Carina Gous said: “If a company like Gallo has recognised an opportunity in the South African market that local brands have not see, we should all be concerned.”
But expect a Gallo in your vicinity soon. They are here.
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