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Ernest Gallo

Gallo (E. & J.) Winery

1933 - 1993

Food & Tobacco

1930 b. 1909
Born-Died1909 - 2007
BirthplaceCalifornia (CA)
FatherFarmer / Rancher
Era - 1930

A marketing genius, Gallo targeted the “low end” of the wine market when he introduced Thunderbird in the 1950s. The marketing strategy was a resounding success, and Gallo sold an unprecedented 2.5 million cases of the wine in less than a year. In 1985, Gallo introduced Bartles & James wine cooler, a new wine product, selling 2 million cases, and helping the company to exceed an estimated $1 billion in sales that same year. The commercial characters Gallo created to pitch his new wine cooler to the public, Frank Bartles & Ed Jaymes, became advertising icons and lead Gallo to capture the top-spot in the wine cooler market.