The Californian wine makers E&J Gallo think they have spotted a gap in the market and have made a wine range aimed at men.Although wine has a stronger associated with a women’s choice of drink, E&J Gallo think that a gap in the market is there for men’s wine. The launch of the new range comes after news that they will be cutting back on their volumes of wine production in 2010 by taking part in less discount offers by retailers. Their new technque is to instead produce “reliable” wines that can be trusted and purchased buy people who want to know exactly what they are getting.

The range, which is aimed at 35-65 year olds and is called ‘Redwood Creek’ is hoped to appeal to men who like the outdoor lifestyle.It will look to go after the type of people they class as ‘active in nature’ rather than the heavily active or extreme sports sectors.Outdoor pursuits that Gallo has said their new wines are inspired by include fishing, camping, hunting and hiking. They have already created links with Adventure Bottle Openers, The Woodland Trust, the Californian Tourist Boardplus the tableware brand Montana. This technique of creating partnerships has worked well for the winery in America and they hope it will do the same in the UK.

The new range includes a Chardonnay and two reds, a Cabernet Sauvignon and a Merlot. Iain Newell marketing director for Europe has suggested the wine has a rugged quality and a rich taste. They will be everything you associate with nature and activity Newell states, freshness, passion and full flavours are all qualities that this wine range includes.It seems from early statistics in the States that the long hours and large sums of money that were put into the market research for this venture have been paying off. It’s idea that is definitely working.

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