The Gallos go to France

[Craig Camp]

Watch for the roll-out of this wine this summer. Gallo roll-outs are a thing of marketing beauty. One week the brand doesn't exist and the next week it is in every store in the country. That's real marketing muscle.

I am afraid it doesn't take too much imagination to guess what the wine will taste like.

California-based E&J Gallo is planning to launch a new French wine named Red Bicyclette, destined for the American market this summer.

[Bux]

I would have chosen Bicycle Rouge. It shows what I know about marketing.

Gallo has already successfully launched two Italian brands, Bella Sera (around US$8) and Ecco Domani (around US$9.99) to which decanter.com understands they will soon add a higher priced Tuscan brand named Davinci.

"Davinci." Now that's genius. Perhaps a higher priced French wine named "Napoleon" will conquer the American market. It worked for puff pastry.

[hathor]

I just hate it when the French write their labels in French.....