"We wanted to relaunch the [Ernest & Julio Gallo] brand, to draw more attention to it," says Susan Reckers, manager of the Ernest & Julio Gallo brand. "A good place to start is with the bottle. With a proprietary shape like this, we communicate that we care about the brand and about the consumers who like the brand." Both the 750-mL and the 1.5-L sizes for Ernest & Julio Gallo have adopted the new "hourglass" shape, designed in-house by Gallo. Consumers have indicated they like it not only because of its pleasing appearance but also because the tapered-in-the-middle shape makes it easier to grab, hold and pour. The more traditional-looking bottles used previously are being phased out completely. Like the old bottle, the new one is made by Gallo. So are the front and back paper labels. The front label is distinguished not only by a grapevine that appears to be hot stamped in gold foil (material specs were not available from Gallo) but also by how small it is. "The strategy there was to use a label that wouldn't distract attention from the new bottle shape," says Reckers. "So we used a clean, minimal label." Bottles are colored dark green for merlot, zinfandel and cabernet sauvignon. Bottles for chardonnay are "dead-leaf" green. Over the flange finish is a polyvinyl chloride heat-shrink capsule that extends down the neck about 2". It's clear, so the cork shows through. At the bottom of the capsule is a paper neck label. The Ernest & Julio Gallo line sells for $3.99 to $5.99 for the 750-mL bottle, and $5.99 to $8.99 for the 1.5-L size. The new bottles started appearing on store shelves in May and are available nationwide.
Gallo gets shapely
Two new bottle shapes from Ernest & Julio Gallo of Modesto, CA, are shaking things up in the retail wine rack. The brands involved are Gossamer Bay and Ernest & Julio Gallo.
Nov 30, 1998
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