E&J Apple Brandy

Turning sales golden

  • Trade Marketing

Building awareness of E&J’s new apple flavour brandy within the trade

Christmas is a time when people often look outside of their normal tipples. Yet, it’s also a cluttered time to launch a new product in retail. So, when E&J Gallo briefed us to drive distribution within the Convenience Channel for their new apple flavour brandy, in-store theatre formed part of our overall trade marketing approach.



The Lucky Dip Golden Apple promotion ran UK wide within E&J’s key trade accounts, with independent retailers able to chance their luck on finding a golden apple in one of two barrels to win free stock. A full POS kit supported the Sales team, including large format 3D apple trees, giant bottle standees, shelf wobblers, barkers and neckers. We managed every aspect of the promotion – the sourcing of hundreds of green and golden plastic apples is now legendary here in the office.



YTD case sales targets were exceeded, making this a very merry Christmas for the E&J team. We continued to push the product’s rate of sale post launch, providing key accounts with all of the trade materials they needed for it to be a success.


Sales beat target and are higher than expected. POS looks amazing too. Thank you for all your help and insights.

Marketing Manager EMEA at E&J Gallo Winery