Last week, news broke that GALLO acquired Whiny Baby, a California-based wine brand founded in 2020 that specifically markets to Gen Z drinkers of legal age. This is the first GALLO wine acquisition since the conglomerate purchased Rombauer and Massican in 2022. The news comes at a time when headlines dominate about wine’s struggle to gain the attention of younger consumers, and perhaps that’s the driving force behind the purchase. Whiny Baby has already established itself in their target market, and this allows GALLO access to that same market in ways that would have perhaps been challenging to achieve in-house. But will it work?
Today on the “VinePair Podcast,” Adam, Joanna, and Zach discuss the recent purchase of Whiny Baby by GALLO. Does it give GALLO a leg up on marketing to Gen Z wine drinkers, or will it perhaps backfire? Then, Adam and Joanna are joined by spirits editor Aaron Goldfarb to chat about why whiskey collectors remain largely uninterested in rye whiskey. Tune in for more.
Zach is drinking: Tamdhu 50-Year-Old 1963 Single Malt Whisky
Joanna is drinking: Vermouth cocktail at Cafe Kestrel
Adam is drinking: Tomato Bomb from Sip & Guzzle
