The Current Podcast: Gallo Winery’s Amy Lund on Bringing Wine to the NFL

Release Date: June 11, 2025

In the latest episode of The Current Podcast, hosts Damian Fowler and Ilyse Lefring engage in an insightful conversation with Amy Lund, Senior Vice President of Marketing and Media Investment at E. & J. Gallo Winery. Amy, recognized as the driving force behind some of Gallo's most daring brand initiatives, delves into her strategic collaboration with the NFL to elevate wine culture within the traditionally beer-centric sports environment.

1. Introducing the Partnership: Wine Meets the NFL

Amy Lund spearheaded the initiative to position Barefoot Wine as the official wine sponsor of the NFL, marking a significant shift in how wine is perceived at major sporting events. This partnership aims to integrate wine into venues like tailgates and halftime parties, spaces long dominated by beer.

Amy Lund [01:03]: "When Anheuser Busch moved out of the lead spot and gave up the wine sponsorship, we saw it as an opportunity to reach a new fan base and specifically the NFL fan base."

This strategic move not only targets the NFL’s diverse and younger audience but also seeks to redefine wine consumption occasions, making it more approachable and versatile.

2. Choosing Barefoot: The Ideal Brand for the NFL

Amy explains why Barefoot Wine was selected to lead this charge, emphasizing its accessibility and broad appeal.

Amy Lund [02:33]: "Barefoot brings more wine into the category than any other wine brand, thanks to its long-standing, easily accessible, and easily drinkable palette."

Barefoot’s positioning as a no-fuss, joyful brand aligns seamlessly with the vibrant and energetic atmosphere of NFL games. Its affordability and approachable nature make it the perfect ambassador for introducing wine to new consumers within the sports context.

3. Crafting the Campaign: Partnerships and Creative Strategy

The campaign’s creative brief centered on creating new occasions for wine consumption in football settings without compromising the brand’s approachable image.

Amy Lund [04:59]: "We wanted to create a new occasion for wine and do that with the largest fan base around, but focus on a targeted audience. It was really about how do you introduce wine into the football space and do it in a relatively simple way that shows people that wine isn't pretentious."

To bring this vision to life, Gallo partnered with relatable personalities like Donna Kelsey and Simone Biles. These partnerships were instrumental in humanizing the brand and making wine consumption feel natural within the NFL environment.

Amy Lund [06:14]: "Donna Kelsey is absolutely one of the most approachable personalities that I've ever worked with. And having two sons in the NFL was, you know, perfect."

The campaign leveraged social media, particularly Instagram, to engage fans and amplify its reach, successfully integrating wine into the NFL narrative.

4. Impact and Results: Measuring Success

Amy outlines the campaign’s key performance indicators (KPIs) and the impressive results achieved.

Amy Lund [09:57]: "We saw great results with in-store sales and increased displays. Barefoot saw an increase in brand public opinion and purchase intent, which was very positive."

Notably, the partnership with the NFL led to a 7% increase in brand association with the league, surpassing initial expectations. The campaign also garnered substantial earned media placements and recruited over 4.5 million new consumers, significantly bolstering Barefoot’s market presence.

5. Overcoming Challenges: Shifting Consumer Behaviors

Integrating wine into the NFL posed challenges, particularly in altering established consumer behaviors and breaking down wine's traditional norms.

Amy Lund [11:50]: "Teaching different behaviors to consumers is very difficult. You can put it in a solo cup, over ice, pair it with pizza—wine can be done in all the occasions where you could have soda or beer."

By demonstrating wine's versatility and adaptability in various settings, Gallo successfully positioned Barefoot as a suitable alternative to beer, fostering greater acceptance among football fans.

6. Marketing Insights: Agility and Data-Driven Strategies

Amy emphasizes the importance of agility and data in modern marketing strategies, especially within the complex three-tier distribution system of alcohol sales.

Amy Lund [13:11]: "You have to do a tremendous amount of social listening to understand what your consumers are hoping to garner. We do a lot of quick turn A/B testing within social to mine insights on how they're speaking."

Her approach ensures that Gallo remains responsive to consumer trends and preferences, allowing the brand to pivot and adapt its strategies effectively.

7. Navigating Tariffs and Maintaining Brand Equity

In the face of rising tariffs affecting the wine industry, Amy discusses Gallo's strategy to maintain brand integrity without passing costs onto consumers.

Amy Lund [22:54]: "We're not going to pass those costs off to the consumers or change our messaging. We're going to stay the course. We believe in our brands and if you have a strong brand proposition and positioning, you should be able to ride this out."

This steadfast commitment to brand stability ensures that Gallo can weather economic fluctuations while sustaining consumer trust and loyalty.

8. Rapid-Fire Insights: Personal and Professional Perspectives

In a segment of rapid-fire questions, Amy shares personal insights and professional priorities, highlighting her focus on talent acquisition and the evolving dynamics of the workforce post-COVID.

Amy Lund [23:34]: "How do I balance individual talent and getting the right talent... building high-performing teams and the right future-facing culture going forward."

She also touches on the necessity for greater transparency in the advertising marketplace and the challenges posed by data privacy and fragmented marketing channels.

9. Closing Thoughts: The Future of Wine in Sports

The episode concludes with reflections on the successful integration of wine into NFL culture and the broader implications for Gallo’s future marketing endeavors.

Amy Lund [30:33]: "Remember, we're not able to be nimble unless we have a really strong brand positioning and strong brand strategy that's going to stand the test of time, so you can get nimble underneath it as the consumer reacts."

Amy’s strategic insights and innovative approach underscore the potential for wine brands to thrive in unconventional settings, paving the way for future collaborations and market expansions.

Key Takeaways:

• Strategic Partnerships: Collaborating with influential personalities and major sports leagues can redefine brand positioning and expand consumer bases.

• Agility and Data: Leveraging data-driven insights and maintaining brand consistency enable brands to adapt swiftly to market changes.

• Consumer-Centric Approach: Understanding and reshaping consumer behaviors is crucial for introducing products into new contexts.

• Resilience in Branding: Maintaining brand equity amidst economic challenges requires steadfast strategy and consumer trust.

Amy Lund's expertise and forward-thinking strategies offer valuable lessons for marketers aiming to innovate and connect with diverse audiences in dynamic environments.