E&J Gallo Winery, which has a long and storied history in the spirits business, has taken a bold step towards the future by unveiling The Spirit of Gallo – a new brand that encompasses the winery’s entire award-winning spirits portfolio.
Since the launch of E&J Brandy in 1975, the company has built a stable of more than 25 brands, growing into a major player in the spirits business.
“We have now become the fourth-largest spirits company in the United States by volume,” says Britt West, Vice President & General Manager of Spirit of Gallo. “It’s time to make sure that it is known to the trade specifically what we’re doing as a portfolio.”
But the rebranding of the spirits unit isn’t simply an acknowledgement of how far it’s come. It’s an indication of the company’s ongoing commitment to growing the portfolio – both by strengthening current brands and by strategically adding new brands to the mix.
“Our founders, Ernest and Julio, didn’t stop with wine,” says Ernest Gallo, Chief Executive Officer at E. & J. Gallo Winery. “Their initial entry into spirits was brandy, a natural extension from wine. Our commitment to this category continues. Spirit of Gallo offers us the opportunity to highlight our portfolio of spirits, which includes tequila, rum, vodka, gin, vermouth, Scotch whisky and more.”