Case Study: E&J Gallo Winery reaches a younger audience with Davison Williams

E&J Brandy | Shopper Marketing

The customer, E&J Gallo Winery, faced the challenge of introducing its E&J Brandy to a younger UK audience. The vendor, Davison Williams, was tasked with creating a shopper marketing campaign and an on-pack promotion to make the brand relevant to this new demographic.

Davison Williams engineered a collaboration with Sony, creating a headphone-shaped on-pack necker that directed shoppers to a campaign landing page. The solution successfully attracted a younger demographic, with a measurable 41% of promotion entrants being under 30 and trying the brand for the first time. The vendor's work was so effective that they were subsequently asked to launch a new product variant for the customer.

E&J Gallo Winery