History
For forty years, Carlo Rossi jugs have been filled with unpretentious, fruit forward wine! Since 1975 people have picked up their favorite jug, hooked a finger through the ring, and sipped a glass of great tasting wine. They come back again and again, not only to talk about Rossi wine, but to drink it too!
After 40 years, new Rossi fans might forget that Carlo Rossi was a real man that believed good wine doesn't have to cost a lot. Every year the Central Valley of California provides harvests of delicious grapes. Over time the characteristics of those grapes cause a wine's style to evolve from year to year. However, since day one Carlo has served his wine in a sturdy glass jug.
You may wonder, why a jug?
Some people think it goes back to the 1930s and the origins of commercial winemaking in California, when people would gather for a grape stomp and carry the fresh juice home. Others think it's all about the convenience of the ring, the simple loop that makes it easy to carry, pour and share your favorite wine. It may be a little bit of both, but we like to think it's just another way Carlo made his wines stand out from the crowd.
A salesman from day one, Charles "Carlo" Rossi started working for E. & J. Gallo Winery in 1953 alongside family friend Ernest Gallo. In 1962, Carlo Rossi Red Mountain wines were introduced and quickly became one of the winery's top sellers.
By the time 1975 rolled around, "Red Mountain" was removed (but is still in use on some labels) and Carlo had become the face and voice of his popular, eponymous jug wine. He starred in the TV and radio spots, taking to the airwaves to talk about his good, honest wines that he made for real people to enjoy.
His simple, straightforward approach to wine was reflected in these commercials, where he was known to coin memorable "Carlo-isms," including the now famous "I like to talk about wine, but I'd rather drink it."