In Search of Younger Consumers, Gallo Winery Turns to FCB

SAN FRANCISCO – E&J Gallo Winery, the world’s largest winemaker, has grown nervous about a younger generation of consumers who don’t drink wine and has turned to Foote, Cone & Belding/S.F. to reach out to their future market.
Officials at Gallo and at FCB would not confirm or deny the project, but sources at the agency said Gallo approached FCB creative Mike Koelker because of his work for Levi Strauss & Co.
Koelker will produce four TV spots, which if Gallo likes, will begin airing in test markets.