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.Although wine has a stronger associated with a women’s choice of drink, E&J Gallo think that a gap in the market is there for men’s wine. 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 2010 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’ wine range is targeted at men aged between 35-65 and who have something of a passion for outdoor pursuits.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”. Fishing, hiking, camping and hunting are activities that have been cited as inspiration and Gallo is looking to dominate the whole domain. They have already created links with Adventure Bottle Openers, The Woodland Trust, the Californian Tourist Boardplus the tableware brand Montana. Linking with partner organisations like this is something that has seen good success in America and they hope the UK will be the same.

The new wine range includes a Merlot, a Cabernet Sauvignon and one white wine, a Chardonnay. Iain Newell marketing director for Europe has suggested the wine has a rugged quality and a rich taste. They will be everything you associate with nature and activity comments Newell, freshness, passion and full flavours are all qualities that this wine boasts.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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