E&J Gallo Winery will continue to focus its marketing and promotional efforts in the UK on five core brands in a bid to drive “sustainable, profitable growth throughout 2010”. The move is part of a wider strategy that begun last year to survive in challenging market conditions. It included reducing the amount of SKUs in Gallo’s portfolio to less than 100, scaling back on promotional activity, and implementing targeted price rises that resulted in a drop in volume sales.