USA: E. & J. Gallo buys  female-empowerment brand Bev

E. & J. Gallo Winery, a global leader in the wine and spirits industry, has acquired Bev, a premium canned wines and spritzers company with a focus on female empowerment. This acquisition follows Gallo's exclusive U.S. distribution rights for Bev, which they obtained two years ago, and the subsequent expansion of the brand across the country.

One notable aspect of Bev wines is that they were the first "zero sugar" canned wines approved by the Alcohol and Tobacco Tax and Trade Bureau (TTB). With just three carbs and 100 calories per serving, these gluten-free wines have an ABV of 11.9%.

Stephanie Gallo, Gallo's CMO, expressed her excitement about incorporating the Bev portfolio into their offerings, emphasizing that it will provide consumers with a wider range of options to celebrate any occasion. The Bev portfolio includes varietals like Bev Rosé, Bev Blanc, Bev Gris, Bev Noir, Bev Glitz, Bev Glam, Bev Glow, Bev PRIDE, and the newly released Bev Brite. These California-sourced wines are available in 4-packs of 250ml cans, with prices ranging from USD 15.99 to USD 17.99.

The mission of Bev, founded by Alix Peabody in Venice, California, aims to change not only the drinks in people’s hands, but also the culture surrounding drinking. This includes challenging norms, building connections, and breaking down barriers.

Peabody who also serves as the CEO of Bev said that when she met Stephanie Gallo, it became “immediately clear that Gallo’s values and commitment to women and diversity in the industry is exemplary of the exact change we aim to create”.

"After meeting Alix two years ago, I could sense the power of the Bev brand, and I respected the innovation and unique approach to reaching consumers. I immediately knew we had to find a way to work together," said Stephanie Gallo, Gallo's CMO.

"At Gallo, we are on a mission to serve joy as we win new friends for wine, which means ensuring consumers have access to products that make them feel welcome. As an industry, we are adapting and evolving to remain relevant to the next generation of alcohol beverage consumers. I see the Bev portfolio as a welcome addition to Gallo's product family that will allow us to continue to offer our consumers beverage options to celebrate any occasion."

The terms of the agreement between Gallo and Bev were not disclosed, but Alix Peabody will continue to play a role in shaping the brand's vision, expansion, and development. Bev's mission to create a voice for women and foster inclusivity aligns with Gallo's dedication to sustainability, quality, and providing wine and spirits for all occasions.

Founded in 1933 by Ernest and Julio Gallo, E. & J. Gallo Winery is a family-owned company that has established itself as a leader in the wine and spirits industry. Their portfolio includes well-known brands such as Apothic, Barefoot Wine, Black Box, J Vineyards and Winery, La Marca Prosecco, Orin Swift, New Amsterdam Vodka, RumChata, and High Noon, along with partnerships with esteemed family-owned brands.

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