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Feature Article

Rancho Zabaco:Evolution of a Brand

Starting with its original label (on the left), Gallo's Rancho Zabaco has evolved its brand image with labels which focus on the varietal's appellation and even its vineyards.

Dry Creek Valley (AVA)

Evolution of a brand - Zinfanatics are crazy about it.

by Eleanor & Ray Heald
June 17, 2008

It didn’t start out that way, but over time, Rancho Zabaco has become one of the most successful Zinfandel brands. Today, teamed with Sauvignon Blanc, it’s a winning combo with a distinct AVA focus.

We interviewed Gallo’s Director of Fine Wine Marketing, Kristina Kelley, and Rancho Zabaco winemaker, Eric Cinnamon, to learn how they created a brand image which allowed evolution, and concentrated on both appellation and consumer preferences.

Eleanor & Ray Heald (ERH): How was the Rancho Zabaco brand established within the E. & J. Gallo non-imports portfolio?

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