The Story Behind Gallo's Iconic Thunderbird Wine

Gallo Winery, the world's largest family-owned winery and exporter of California wine, has a rich history that dates back over 75 years. Founded by brothers Ernest and Julio Gallo, the company has built a reputation on its commitment to quality, hard work, and innovation. One of their most iconic brands is Thunderbird Wine, which has become synonymous with affordable and enjoyable wine.

Born in Evanston Hospital, Joan Throckmorton grew up in Florida and was hired by Doubleday in the early 1950s after friends and former classmates recommended her for a job. She worked in the art department before moving on to become a direct mail copywriter, author, and speaker. Her work with Gallo Winery began in the art department, where she was responsible for character counts on new books and collaborating with illustrators and artists.

Gallo's success can be attributed to their family values, which emphasize hard work, perfectionism, and quality. Today, the company is still owned by the Gallo family, with children, grandchildren, and great-grandchildren working together to carry on the tradition. Ernest and Julio Gallo's vision was to make Gallo the 'Campbell Soup Company of the wine industry,' and they achieved this through their innovative marketing strategies.

One of the most memorable campaigns for Thunderbird Wine was its radio ads featuring a catchy jingle that went, 'What's the word? / Thunderbird / How's it sold? / Good and cold / What's the jive? / Bird's alive / What's the price? / Thirty twice.' The campaign was so successful that it helped to establish Thunderbird as one of the most popular wines on the market.

Gallo Winery's history is not without controversy, however. Ernest Gallo once drove through a tough neighborhood and pulled over when he saw a bum, asking him what the word was. The bum replied, 'Thunderbird,' which inspired the company to start selling their wine in ghettos across the country. Prohibition ended in the 1930s, and Ernest Gallo saw an opportunity to corner the young wine market.

Thunderbird Wine is still available today in its Non-Varietal White Blend form, a testament to the company's commitment to quality and innovation. The story of Gallo Winery and Thunderbird Wine is a fascinating one that highlights the importance of family values, hard work, and a willingness to take risks. Whether you're a wine connoisseur or just looking for an affordable and enjoyable drink, Gallo's Thunderbird Wine is definitely worth trying.

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