FASHION-conscious young women who prefer lighter, sweeter wines are the target for Gallo Family Vineyards’ Moscato variant.
The wine is the focus of a new marketing campaign, which the firm is confident will replicate the wine’s US success in the UK.
The ‘this season’s must-have’ ads will focus on the Pink Moscato, launched earlier this year, and White Moscato variants.
Print ads will run in Grazia, Glamour and Stylist magazines, supported by social media and consumer sampling.
Alexis Byron, marketing manager for Gallo Family Vineyards UK & EMEA, said the firm has observed a trend towards sweeter and lighter wines.
“Our overall Moscato campaign is very bold – we want to give Moscato its very own persona that will resonate strongly with our target audience,” said Byron.
“Our target consumers are keen to show that they are ‘on-trend’ and we’re offering them the ideal opportunity to discover their perfect wine from our portfolio.”