Wine-category volume growth is forecast to increase nearly 16% by 2017, according to Euromonitor, and E.&J. Gallo Winery is rolling out new strategies for capitalizing on the growing number of millennial consumers shedding the traditional perceptions of wine. Gallo plans to boost sales with a new line of Barefoot Refresh wines, designed to be served over ice, as well as with a shifting marketing strategy that includes social media, digital videos, in-store advertising and the "For All Your Families" campaign to promote the social nature of wine-drinking.

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