The switch, announced late last week, recognises Gallo’s expansion of its portfolio beyond its wine base in recent years. As well as the E&J Brandy and New Amsterdam vodka brands, the privately-owned group’s Spirit of Gallo division also oversees the likes of RTD brand Fishers Island Lemonade, which was acquired last year, and Tequila Komos, which entered Gallo’s spirits stable through a stake purchase in 2022.
Another addition came in the form of Horse Soldier bourbon, again thanks to a stake purchase, 18 months ago.
“The simplified name … recognises the broad family involvement, as well as our wide-ranging portfolio of wines and spirits,” said CMO – and family member – Stephanie Gallo. “Four generations of the Gallo family have worked hard to expand the family business in both wine and spirits. Ernest and Julio started with wine in 1933 and expanded into spirits in 1975 with E&J Brandy.
“Today, we are the leader in the total alcohol beverage category, and we want our collective identity to reflect how far we have come and all that we aim to become.”
The new logo’s typeface “honours the founders’ Italian heritage”, the California-headquartered company added.
Gallo has maintained a similar pace of M&A activity in the wine category, buying Hahn Family Wines in California’s Central Coast region in June and Rombauer Vineyards, also in its home state, two months later.
