May 23 2010
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.
Γò¼├┤Γö£├ºΓö¼├║The juice is practically on its way,Γò¼├┤Γö£├ºΓö¼├æ the source said. Γò¼├┤Γö£├ºΓö¼├║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 GalloΓò¼├┤Γö£├ºΓö£├╗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.
GalloΓò¼├┤Γö£├ºΓö£├╗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: Γò¼├┤Γö£├ºΓö¼├║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.Γò¼├┤Γö£├ºΓö¼├æ
But expect a Gallo in your vicinity soon. They are here.