A scotch whisky distiller, when asked recently if he made any blends, was gloriously sniffy and dismissive of blended whisky. It would have been interesting to see and hear what he would have made of the Johnnie Walker Directors Blends, which I got to taste last Thursday (November 28) in London.
The world’s largest wine producer says: “Designed to drive brand engagement and trial, Gallo Film Club has been developed to encourage, inspire and incentivise people to organise their own film clubs at home.
The club will be led with an exclusive partnership between Gallo Family Vineyards and a major American movie studio (to be revealed at launch in April) and it will be hosted online at gallofamily.co.uk/filmclub.
The company says it will provide information about creating the perfect film club night in and will be supported with a Facebook campaign.
An on-pack neck collar promotion running on bottles of Summer Red, its new Moscato variant and Merlot Rosé throughout spring and summer will help promote the Gallo Film Club at point of purchase. Promotional codes offering consumers a complimentary DVD with every purchase will be redeemable at gallofamily.co.uk/filmclub.
Gallo Film Club will launch with a major media event in mid-April and activity will be supported with a ‘celebrity ambassador’.