Gall & Gall revamps its product range and shopping experience

The Dutch liquor store chain Gall & Gall is shaking things up this fall. With 200 new wines, 30 new whiskeys, and a revamped store concept, the beverage retailer aims to respond to changing consumer preferences.

Stronger brand experience

Gall & Gall sees a clear shift towards more conscious drinking and greater interest in organic, alcohol-free, and low-alcohol products. “We have been around for more than 140 years, and that is only possible if you move with your customers,” said Nienke van de Streek, general manager of Gall & Gall. But never before have customers changed so quickly, she admits to the newspaper Financieele Dagblad.

In addition to revamping the product range, the stores are also undergoing a metamorphosis. The 628 Dutch branches are being redesigned to be more user-friendly, with improved navigation and clearer Dutch-language flavor profiles. “Many customers find it difficult to choose the right bottle,” explains Joris Lak, marketing and format director, to Marketing Tribune.

To strengthen its relationship with customers, Gall & Gall is also investing in content and inspiration. For example, there will be a whisky edition of Toost& Magazine and an eight-part podcast called ‘Toost& Whisky’, developed in collaboration with suppliers. In addition, there is a revamped online wine catalog and a new Smaakgids Wijn (Wine Taste Guide), a print guide with explanations, tips, and background stories to help consumers make their choice.