Great Wine Co & Gallo
The Great Wine Co, the direct-to-consumer arm of Enotria&Coe, was able to work directly with the luxury and premium team at Gallo with an exclusive dinner hosted at London’s premium steak restaurant, Smith & Wollensky, to help promote and raise awareness of wines from Louis M. Martini and Orin Swift. Tom King, private client sales and fine wine manager at Great Wine Co, explains how it came together and what results it had.
Can you tell us why you wanted to work with Gallo in order to promote Orin Swift and Louis M Martini wines to your customers?
Great Wine Co's Tom King with Gallo's Jake Crimmin before the Masters & Mavericks Wine Dinner at Smith & Wollensky
Louis M. Martini has historical significance for US wine heritage, as well as excellent ongoing quality, however Orin Swift has the greater recognition among our customers. By presenting them together to a room full of enthusiastic consumers, we wanted to deepen appreciation of – and advocacy for – both names, while helping make Louis M. Martini in particular better-known.
How did it come about and what were you looking to achieve?
The Great Wine Co. runs a series of popular consumer wine tastings and dinner events in Bath and London. When we learned that Gallo was interested in partnering with us to run an event, it really was a no-brainer. There was strong motivation on both sides to make it work. We were looking to provide an enjoyable, memorable evening that would help forge loyal relationships between our customers, the brands and GWC, including generation of wine sales directly from the evening.
The night was a chance to show key wines in the Orin Swift and Louis M. Martini ranges
How did you host the evening in terms of the wines you could show?
A significant challenge was deciding what not to show. Orin Swift’s wines are popular across the range, so we deliberately selected some of their slightly less well-known labels (e.g. Blank Stare Sauvignon Blanc) to introduce to people.
There is always a balance to strike between presenting an interesting selection with some breadth and facilitating a sense of warm conviviality and enthusiasm to place orders, without encouraging over-indulgence, which is neither responsible nor commercially advantageous.
The event included Napa Valley Cabernet, Monte Rosso Cabernet and Gnarly Vine Zin from Louis M. Martini.
The final line-up was Blank Stare, Abstract and Papillon by Orin Swift, and Napa Valley Cabernet, Monte Rosso Cabernet and Gnarly Vine Zin from Louis M. Martini. The Louis M. Martini Gnarly Vine Zinfandel was paired with a rich, dark chocolate dessert. The match was surprisingly good.
How did you go about selecting the right guests to be invited?
We combined hand-selection of certain guests we knew would enjoy the wines and be likely to order with a more general invitation to our wider list of contacts, because you never know who might have ordered just once or twice previously but who has the potential to become a really great customer.
How did the event go on the night and then what impact did it have on follow up sales?
Gallo's Jake Crimmin was able to take guests through the wines
The event was a huge success. This can be attributed to effective advance planning (including guest selection), attentive and efficient service by Smith & Wollensky, a mouthwatering menu and a likeable, engaging speaker in Gallo’s Luxury Wine Ambassador, Jake Crimmin DipWSET.
Jake’s presentation was pitched at just the right level – accessible and fun – and yet he has the depth of knowledge to field questions from customers who want to dig deeper. Almost every attendee placed an order, and we did follow-up work with customers who could not attend, which amplified the sales results.
What other similar activity do you do with Gallo and its brands?
Gallo has presented in-store tastings at our shop in Bath, as well as exhibiting at our annual portfolio tasting.
How do you find Gallo as an overall partner to work with?
Excellent – responsive, aligned in purpose, professional.
Gallo’s insights:
Smith & Wollensky was the hosts for the Great Wine Co and Gallo Masters & Mavericks Wine Dinner
Fabianne Jones, brand manager for Luxury at Gallo, gives her view on how the promotional collaborations with The Great Wine Co came together and what they were able to achieve together.
“The Great Wine Co. is not just a customer for us, they're a valued collaborator, and the recent Masters & Mavericks Wine Dinner at Smith & Wollensky perfectly showcases the magic that happens when we work together. In combining our brand expertise with their deep understanding of their private customers we created targeted experiences that connect directly with Orin Swift and Louis M. Martini enthusiasts. These curated events aren't just about showcasing exceptional wines, they're about bringing the winery experience to life in a more local setting. Wine lovers are captivated, brand loyalty solidifies, and sales for The Great Wine Co. have the potential to flourish – a win-win for everyone involved."
The Vineyard Cellars & Gallo
The Vineyard Cellars, one of the UK’s most influential distributors of Californian wine,was able to team up with Gallo in order to work exclusively with the Holland & Holland Shooting Centre to promote the range of Orin Swift wines from California to its private clients. Joseph Rubin-Broad, director of wine at Vineyard Cellars explains how the promotion worked.
Vineyard Cellars' Joseph Rubin-Broad
We all know Gallo as a key wine supplier but you have linked up recently with a different sort of initiative to help drive your private client sales - can you explain what the initiative was about?
Our goal was to showcase the diverse Gallo wine portfolio as a delicious enhancement to the dining experience, as a result, improving a guests enjoyment. Drawing on the expertise the Gallo luxury team offer, and serving as intermediaries ourselves, we successfully bridged the gap between our brands and consumers, creating a memorable event. These considered events demonstrate, in a more intimate setting, the luxury wines on offer.
How did you work together to put the event together and what did you want or need from Gallo to help make it happen?
The event was held at the Holland & Holland Shooting Grounds
We worked closely with the Gallo team - Fabianne Jones, brand manager for Luxury Wine; Jake Crimmin, Luxury fine wine ambassador; and Sarah Dixon, fine wine national account manager - to ensure every detail of the event was meticulously planned. From selecting the perfect location and finalising the budget to securing the ideal venue with Holland Shooting Centre, we aimed for a seamless and prosperous event.
Fabianne’s support with event collateral and literature, and Jake’s strong expertise on the wines, provided guests with valuable insights. Coupled with delicious food, the well-received wines contributed to an enriching and successful event.
How did it go and what sort of response did the client get from their private clients in terms of follow up sales?
The event was a tremendous success, with guests offering great feedback on the wines served. The response from our private clients exceeded expectations, particularly thanks to the welcome drink, which became a standout favourite. This unexpected highlight led to impressive follow-up sales, demonstrating the event’s positive impact and the enthusiasm for Gallo’s offerings.
How else are you working with Gallo during the year - any other tastings?
We have a strong partnership with Gallo, and our collaboration extends throughout the year. A major highlight is our upcoming portfolio tasting on September 9th, where Jake Crimmin will host two engaging masterclasses. In addition, we have successfully hosted several other events together and we look forward to hosting more of these. We are currently working on an exciting upcoming event at our store later in the year.
How would you describe Gallo as a wine supplier in terms of the overall support it provides?
Vineyard Cellars was able to link up with Gallo to host an Orin Swift evening for its customers
Gallo is an exceptional wine supplier, offering strong support and expertise. Working with Sarah, Fabianne, and Jake is a true pleasure; they bring a collaborative spirit and a wealth of knowledge to every project. Their support is always tailored to the needs of the unique event, and they are great at brainstorming and finding the best solutions.
What sort of range do you have from Gallo?
We are proud to offer a strong selection of Gallo wines, including Orin Swift, Pahlmeyer, Louis M. Martini and J Vineyards sparkling wine. Our collection provides private clients with a diverse range of options from Gallo, perfect for elevating everyday enjoyment, or for making a statement at a dinner party or special event.
Gallo’s insights
Gallo's Jake Crimmin and Sarah Dixon with The Vineyard Cellars' Joseph Rubin-Broad
Sarah Dixon, national account manager for Luxury at Gallo, looks at the work it has been able to do with The Vineyard Cellars.
“The Holland & Holland event with The Vineyard Cellars perfectly exemplifies the collaborative approach we take with our valued partners. By working closely with Joseph [Rubin-Broad] and his team, we were able to curate a unique event that catered directly to the interests of their clientele. This approach allows us to showcase the versatility and quality of Orin Swift – and Gallo's wider luxury portfolio - in a way that goes beyond the expected.”
* Gallo is a commercial partner of The Buyer. You can find out more about what they can offer the premium on and off-trades here.
