Turning Leaf's Slogans & Taglines

Turning Leaf is a wine brand produced by E&J Gallo Winery, the world's largest family-owned wine company based in Modesto, California. Originally launched under the Gallo Family Vineyards umbrella, the brand was repositioned as a standalone label in 2009 with revised packaging and a refreshed identity. The brand takes its name from the iconic multicoloured grape leaf featured on its labels—symbolising the seasonal transformation of vineyards and the artistry of winemaking. Turning Leaf has built its reputation on crafting approachable, fruit-forward wines from California's premier growing regions, offering quality at an accessible price point.

The brand's core products are California wines, including Chardonnay, Pinot Grigio, Cabernet Sauvignon, Merlot, and Pinot Noir. Its portfolio also encompasses the innovative Refresh line—lightly sparkling, refreshing wine styles designed for casual summer drinking and cocktail mixing. All wines are crafted to deliver smooth, easy-drinking profiles suited to everyday occasions.

From its earliest positioning, Turning Leaf embraced the slogan "Handcrafted for Perfect Moments," reflecting its mission to make premium California wine accessible for life's everyday celebrations. This journey illustrates a shift from a Gallo sub-brand to an independent name in the competitive American wine market, championing quality and affordability for a broad audience.