Carlo Rossi jugs of wine have always been a hit with boomers but dismissed by millennials. So E. & J. Gallo did something about it.

Late in 2017, the world’s largest family-owned winery debuted Carlo Rossi in 750-milliliter bottles—the first time it ever sold the brand in that format—because low-priced bulk wine didn’t resonate with millennials. E. & J. Gallo also shifted the styles of wine toward trendier Pink Moscato Sangria and Fiesta Sangria and away from Old World wines like Burgundy and Chianti.

“The next generation wants flavorful wine,” says Stephanie Gallo, E. & J. Gallo’s chief marketing officer. “We are evolving our brand to appeal to them.”      MORE