E&J Gallo, the second-biggest wine company in the world, is reinventing its wines to become Gallo Family Vineyards, it was announced today.

Representatives for the California-based wine giant said the aim of the rebranding was for the name to become more recognisable for the consumer.

All Gallo’s Californian wines, including the Turning Leaf and Sycamore Canyon ranges, will sport the new double-rooster logo (pictured).

‘Some people have no idea what the E&J stands for,’ said Jane Hunter, Gallo’s marketing director for Western Europe. The initials refer to the founders – 97-year-old Ernest and the late Julio Gallo – formerly a mainstay of the company’s brand image.

The new brand name ‘better reflects who we are and what the consumer is looking for’ she said.

Although the change will visibly affect the labels, the actual name of the company will stay as E&J Gallo Winery.

The transition is planned to be gradual, with the new labels appearing on the shelves over the next few months. Although the marketing campaign will last well into 2007, Gallo expects the re-brand to be complete by October this year.

Hunter said a ‘significant sum’ was being spent on the marketing campaign, which includes the wine giant’s presence at outdoor concerts by the English Heritage organisation.

Hunter also stressed Gallo wanted to promote the image of itself as a family. This was part of the company’s desire to get past negative perceptions of ‘faceless corporations’.

Gallo sells over 12m cases of wine in 93 countries worldwide.

Written by Oliver Styles