USA: Gallo acquires ‘Gen Z oriented’ wine brand Whiny Baby

Gallo, the international wine major, has announced it has reached a deal to acquire Whiny Baby, a wine brand that is described as targeting a Gen Z audience.

Launched in 2020, Whiny Baby promotes “a reimagined wine experience” that is claimed to help make choosing a wine “fun, easy, and engaging”. Shoppers are encouraged to “choose a bottle based on your mood, emotion or occasion”, with varieties in the brand lineup including Obsessed Red Blend, OMG!?! Fizzy Rose Blend and Unwind White Blend.

Commenting on the acquisition, Whiny Baby founder Jess Druey said: “This is a dream come true, and I am honored to join a legacy company with world-class leaders”.

“I’ll continue as Founder & Head of Whiny Baby while consulting on Emerging Consumer Innovation at Gallo— innovating across their portfolio while reimagining Whiny Baby with the same mission: welcoming the next generation into wine”, she added.

Source: Gallo / Whiny Baby