NEWS: E&J Gallo moves upmarket

Barker and Ralston is using specially commissioned work by a selection of US sculptors to launch an upmarket wine label from the Californian winemaker, Ernest and Julio Gallo, in the UK.

Barker and Ralston is using specially commissioned work by a selection

of US sculptors to launch an upmarket wine label from the Californian

winemaker, Ernest and Julio Gallo, in the UK.



Called Turning Leaf, the wine aims for the more discerning palate and

retails at pounds 5 to pounds 6 per bottle, compared with E&J’s main

brand, which comes in at around pounds 4.



To launch the wine, Barker and Ralston’s ads aim to change people’s

ideas about Californian wine and to emphasise E&J Gallo’s natural

approach to winemaking.



David Barker, the creative director of Barker and Ralston, wrote and art

directed the campaign.



It comprises four executions, which feature a photograph of leaf

sculpture, driftwood sculpture, sand sculpture or Redwood trees.



The campaign, which is backed by an estimated pounds 500,000 spend, will

break on 22 September in weekend supplements, as well as in various

style magazines such as House and Garden and Country Living. Media is

being handled by TMD Carat.



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