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.Wine has classically had the image of being a drink for the ladies but E&J Gallo think they can change this will good branding. The new range launch comes soon after the statement that Gallo made about cutting down the volume of wine they are going to make in 2009 by talking part in less discount offers run by retailers. Instead, they aim to create more individual and “reliable” wines that people will trust and buy more of during the recession.

The ‘Redwood Creek’ range is aimed at 35-65 year old men who have an enthusiasm for the great outdoors.It is not aiming to venture into the extreme sports of even very active sports markets but instead aims at appealing to those who they would consider "active in nature".Outdoor pursuits that Gallo has said their new wines are inspired by include fishing, camping, hunting and hiking. They have already created links with the woodland trust, the Californian Tourist Board,Riedel Glass and clothing label ‘Regatta’. This kind of business linking technique has paid off the USA and they are hoping it will do in the UK also.

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 said that 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 says, “freshness, passion and full flavours” are all qualities that this wine processes.  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.

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