E&J Gallo’s purchase of Bev: what does it mean for the canned wine market?

E. & J. Gallo Winery recently announced an acquisition, the purchase of Bev and its entire line of premium canned wines and spritzers. The acquisition comes two years after Gallo obtained exclusive U.S. distribution rights for Bev and began bringing the popular brand to more consumers across the country.

The goals of Bev, a beverage company started in Venice, California by Alix Peabody, were set on promoting empowerment and inclusion through the world of beverages. This company is run by women. Alix, Bev’s CEO, mentioned that the company was created with the intention of transforming not only the beverages we drink, but also the culture that is related to them.

“For us, breaking glass is about empowering communities and inspiring people to celebrate themselves and own their fun. When I met Stephanie Gallo, it was immediately clear that Gallo’s values and commitment to women and diversity in the industry are exemplary of the exact change we aim to create. We couldn’t be more excited about this partnership and can’t wait to expand the reach of our products and our community.” added the executive.

“At Gallo, we are on a mission to serve joy as we win new friends for wine, which means ensuring consumers have access to products that make them feel welcome. As an industry, we are adapting and evolving to remain relevant to the next generation of beverage alcohol consumers. I see the Bev portfolio as a welcome addition to the Gallo family of products that will allow us to continue to offer our consumers beverage options to celebrate any occasion.”he reiterated.

The events surrounding Alix Peabody’s arrival at the company have not been released to the public as the details have been kept private. What is certain, however, is that he will continue his work to help keep the brand on track and assist in its progress.