Gallo wine appoints mischief to launch new rosé brand, cabana

California-based wine producer Gallo – known for brands such as Barefoot, Dark Horse and Apothic – has appointed creative PR agency Mischief to launch its new Cabana Rosé brand this summer.

The six-figure contract was awarded following Mischief’s previous work delivering campaigns, press office and influencer support for Gallo’s major brands.

The new creative comms brief, running from April to September, will see Mischief drive awareness for Cabana, aiming to position the wine brand as the “ultimate summer getaway”. 

The PR agency’s remit also includes managing ongoing press office and influencer relations throughout the season.

The work will be led by Mischief’s senior director, Vicky Purnell. 

Mischief’s managing director, Charlotte Brooks, said: “Having the opportunity to help launch an entire new brand is always a privilege, and we’re excited to bring Gallo’s vision for Cabana to life through our strategy and creative. We've got lots to come over the summer months, so expect clever, creative, razor-sharp strategy and a few glasses of wine!”

Founded in 1933 and based in Modesto, California, Gallo produces and distributes its products to more than 110 countries.

There is no incumbent on the account, as it is a newly created brief for Gallo. 

Mischief, part of MHP Group, has worked with brands such as Schweppes, Channel 4, Samsung, Ocado, Diageo and E.ON.

In November, Mischief launched a youth division in response to an increase in briefs focused on Gen Z and Gen Alpha.

MHP Group is the 12th largest consultancy in the UK, according to PRWeek’s most recent Top 150 Consultancies project, with UK revenue of £40m in 2024.

This story originally appear in PR Week.