Diana Marszalek 14 Feb 2022 // 11:53PM GMT
MODESTO, CA — E & J Gallo Winery, the world’s largest wine company, has consolidated most of its US PR business with two new agency partners — BCW and Praytell.
BCW will handle PR for Gallo brands Barefoot, Apothic, La Marca Prosecco, Ecco Domani, Clos Du Bois, J Vineyards & Winery, and a new product launch coming later this year. Praytell is working with High Noon Hard Seltzer, New Amsterdam Vodka, Camarena Tequila, Rum Haven and Louis M. Martini, said Jorge Espinosa, the company’s director of brand public relations.
“These agencies share our vision of modern public relations, and we are confident they will help us elevate our standards and deliver communications strategies that resonate with our consumers and help us win new friends for wine and spirits,” Espinosa said.
Gallo, a family-owned company with more than 90 brands, selected BCW and Praytell following a competitive review.
Previously, MikeWorldWide and M Booth, which Espinosa called “extremely talented partners,” handled PR for several of Gallo’s brands, Espinosa said. M Booth still works on the California Brandy House business.
BCW and Praytell's remits will likely expand to other Gallo brands as needs arise, Espinosa said. Currently, the winery's in-house communications team handles the bulk of that work, as well as corporate communications.
The switch in agencies comes on the heels of dramatic growth by Gallo, which was founded in 1933 by brothers Ernest and Julio Gallo.
In January 2021, the company added more than 30 brands and five vineyards to its portfolio, which it acquired from Constellation Brands in an $810 million deal. A few months later, the company’s spirits division acquired Agave Loco, whose brands include Rumchata.
The winery’s revenue hit roughly $5 billion in 2019, according to Forbes.
“Our agency and brand roster look very different today because we have evolved as a company. We have new brands in our portfolio, new leadership in some of our business units, and new leadership in the public relations department. This was an ideal opportunity for us to set a new vision for the future, which drove the decision to embark on an RFP,” Espinosa said.