Ernest & Julio Gallo Wines is looking for a direct marketing agency
to help it build ongoing relations with wine drinkers.
The Californian wine group is in the process of drawing-up a pitchlist
for an account to build a customer relationship marketing strategy in a
bid to promote closer links between tipplers and its brands.
One agency source said: "It is looking for agencies to work first of all
on developing a strategy before undertaking direct marketing
The relationship-building strategy will work alongside Ernest & Julio's
advertising in an attempt to build its share of the wine market. It
currently spends £2.5 million through Mountainview.
The direct marketing review is at an early stage with Ernest & Julio
Gallo currently constructing a pitchlist.
Ian Belcher, E&J Gallo's marketing controller, was unavailable as
Campaign went to press.
E&J Gallo wines are the tenth largest selling drinks brand in the
A sales increase of 12 per cent has catapulted it into the top ten
alongside beer brands such as Stella Artois. Stowells of Chelsea is the
only wine brand that sells more by value.
Alcoholic drinks brands including Carling, Macallan and Gordon's Gin
have all used relationship marketing.