Foster's celebrates Gabbiano success in Asda stores

Published: 25 November, 2008

A year after the launch of its Tuscan wine brand, Gabbiano, Foster's EMEA has announced strong sales of the brand. This is largely down to the success of Gabbiano within the grocery sector, driven by a high profile marketing campaign and significant end-of-aisle price promotion. As a mark of this success, Gabbiano will launch into Asda stores nationwide this month.
Source: Fosters EMEA

Source: Fosters EMEA

A year after the launch of its Tuscan wine brand, Gabbiano, Foster's EMEA has announced strong sales of the brand. This is largely down to the success of Gabbiano within the grocery sector, driven by a high profile marketing campaign and significant end-of-aisle price promotion. As a mark of this success, Gabbiano will launch into Asda stores nationwide this month.

Since its initial UK launch in July 2007, sales of Gabbiano have been growing beyond expectations and the brand is selling at a 24% premium to the whole Italian category (according to the latest AC Nielsen data MAT to 04.10.08). Overall, Italy is growing at 12% in the UK off trade. Following this success, which has been primarily driven by sales in 545 Sainsbury's stores, the entry-level Gabbiano wines - Pinot Grigio, Chianti and Rosé - are now appearing in Asda stores, just in time for the Christmas period.

James Lousada, Marketing Director at Foster's EMEA, says: "When we launched the Gabbiano brand just over a year ago it was our aim to grow our European wine offering and build loyalty to a brand that is an integral part of Italian history and culture. In conjunction with in-store price promotion we have developed a PR and Marketing campaign utilising famous Tuscan Restaurateurs, Giancarlo and Katie Caldesi as ambassadors for the brand to engage the consumer and encourage brand recognition and loyalty. At Foster's we continually strive to lead the way in a busy marketplace with effective new product development and innovation."

Lucy Zorina, Gabbiano Brand Manager, continues: "At Foster's we are always conscious that we need to offer new products that will excite the consumer. Gabbiano is a traditional Italian wine with a well-established heritage that has been extremely well received in the UK. We have seen significant sales of the Pinot Grigio and Chianti varietals since its launch into Sainsbury's stores in July 2007."

Castello Di Gabbiano wines are available in Pinot Grigio, Chianti and a Rosé from branches of Sainsbury's and Asda priced £6.49. For further trade enquiries please contact Foster's EMEA on 020 8843 8400.

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