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Article: Sierra to be dropped in E&J Gallo rebrand.(drinks)(Brief article)
- Article from:
- Grocer
- Article date:
- March 10, 2007
- Author:
CopyrightCOPYRIGHT 2007 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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E&J Gallo is to drop the Sierra Valley sub-brand from its entry-tier wines as part of the branding overhaul that began last year with the launch of the Gallo Family Vineyards umbrella label.
The company has repackaged the Sierra Valley brand, with a new label design to emphasise the Gallo name on-pack and make it more memorable for consumers.
The new label is trapezoid in shape and marks the first time the shape has changed on the Gallo entry-level brand. It features red Californian hills and uses thicker paper than the previous label to emphasis the brand's quality positioning.
"The striking visuals on the new packaging appeal to a broad range of people," said ...