Portfolio Profile - Spirit of Gallo

EXPERIENCE THE spiritOF gallo

By Lisa Casalegno A Diverse, Creative, and Award Winning Spirits Portfolio

E&J Gallo is synonymous with wine. Yet when people pack the best-selling hard seltzer for a day at the beach, order the number one brandy, make a Margarita with the mostawarded tequila, or shoot the most popular flavored vodka at a sports bar, they are experiencing the Spirit of Gallo.

The original “Brothers in Brandy” introduced their namesake E&J Brandy in 1975 and the company continued to innovate and curate a spirits portfolio that is diverse, creative, and award winning. As a standalone portfolio, the Spirit of Gallo brands are #4 by volume in the spirits category.

Britt West, VP and General Manager of the Spirit of Gallo explains that successful spirits must deliver far more than just great liquid at a great price. “Spirits have to resonate with their consumers,” said West. “Our spirits speak to experiences, trends, and moods for a new generation of drinkers who want a beverage that serves their occasion and matches their emotional need in that moment,” says West. Gallo has had tremendous success with new product innovation in the Spirit of Gallo portfolio. New Amsterdam Vodka was a runaway success and was the fastest brand to reach 1 million 9L cases in the USA. High Noon Sun Sips and Pink Whitney, both ranked first in their category, are among the most successful new products the industry has seen in the past five years. E&J Brandy, ranked first in brandy, has evolved into an entire collection, including flavored brandy. RumHaven, made with real coconut water has carved out an impressive niche in the flavored rum space.

The marketing approach behind these successful products is just as innovative as the beverages themselves. Pink Whitney, a collaboration with hockey player Ryan Whitney, was an Instagram phenomenon. The E&J Brandy collection has tapped a range of sports and fashion icons, the latest being streetwear designer Karl Kani, and a major partnership with the National Urban League.

While the Spirit of Gallo brands are fun and new, they also include the tried and true. From rum, gin, and whiskey to tequila, aperitifs and fine cocktails, Gallo has developed the portfolio with brands from around the world. Two luxury brands rank #5 in their respective categories–Diplomatico rum, a family-owned brand distilled in Venezuela and distributed in 70 countries, and The Dalmore single malt scotch that dates to 1263. Don Fulano Tequila is rapidly breaking into the luxury tequila segment, and Germain Robin California brandy is held in the highest regards by the on-premise trade. These brands speak to the Gallo family’s long-term commitment to quality, family, and tradition.

From premium cocktails to dive bar specials, the Spirit of Gallo offers on-premise establishments a portfolio to stock the shelves from top to bottom. Their most recent successes prove their ability to disrupt categories, and they plan to continue. “We’re enjoying the popularity and looking forward to our next opportunity to connect and engage consumers,” West says. “Trends change fast with today’s savvy consumers. They’re on social media just looking for the next thing to try, and we want the Spirit of Gallo to bring it to them.”