Marketing: Gallo Says Bonjour

America's biggest winery is blending foreign grapes with U.S. salesmanship--and scandalizing the industry. Will wine become homogenized?

The biggest new wine out of France last year was born in the mind of an American: Joe Gallo. That's Gallo, as in E&J; Gallo Winery, America's biggest wine producer and a company many people still associate with California jug wines like Carlo Rossi. Three years ago, Joe, co-president of the company and son of legendary co-founder Ernest, returned from a trip to Europe and asked his consumer-research team to explain his French paradox: that most Americans still rated French wines as the best in the world but the French were rapidly losing market share to Australia and Italy. Why? The...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!