Carlo Charles Rossi, best friend of the legendary wine-maker Ernest and Julio Gallo, started working at E&J Gallo since 1953. In 1962 he had become both wine maker and salesman for Carlo Rossi, one of the best-selling wines from E&J Gallo Vineyards, which he soon went on to develop his own brand that has taken the world by storm.
Down-to-earth, straight forward and humble, Rossi's wry sense of humour is captured in the brand's ads with the famous tagline: "I like talking about my wine, but I'd rather drink it".
He always says that he is there to talk about his good, honest wines that he meticulously makes for real people to enjoy.
Carlo Rossi debuted in the US market over 30 years ago as the first mass-market table wine in a jug. The concept was aiming at consumer convenience but at the same time achieved instant fame. It quickly became the no. 1 Economy Segment wine in the US by value and among the top three wines in the 1.5L segment. As the wine Americans buy to enjoy with friends and family, it has reigned atop the market ever since.
After it began exporting 15 years, it also became the no. 1 imported wine in eight countries, including China, Korea and Japan. Altogether, Carlo Rossi is now sold in over 70 countries around the world.
With notes of fruit, mild and balanced flavour and silky texture, Carlo Rossi is a perfect wine for people who want a wine they relate to that offers value for money, consistent quality and can be enjoyed everyday or whenever one likes.
Carlo Rossi is specially bottled in jugs to embody the fact that is first and foremost a table wine. The jugs are closely associated with the concept of serving wine at the dining table at home. But now Carlo Rossi is also moving ahead with a rebranding as a more luxurious and exclusive wine presented in 750 millilitre bottles. The new direction is being backed by extensive marketing activities in key countries, including special events, consumer activities, advertising campaigns and displays. In one particularly noteworthy campaign, bottles with dragon motifs were launched to coincide with the Year of the Dragon in China.
CARLO ROSSI COMES TO THAILAND
Now Carlo Rossi is finding a welcome in Thailand as warm as elsewhere.
So far two varietals are available in the land of smiles: California White and California Red (750ml and 1500 ml). The California Red comprises Cabernet Sauvignon, Syrah, Merlot, Barbera and Ruby Cabernet while the California White comprises Chenin Blanc and French Colombard. Tasting notes are Smooth, balanced with well round and clean finish without off notes. Fruity with sweet aromatics from the oak.
To make itself known and get its message across, the brand is supporting and sponsoring an array of events and networking get-togethers targeting urbanites and all fun-loving sociable people.
Though imported, the wines are affordable. In fact, there's really no downside: those who like their wines smooth and tasty are never disappointed.
Stay tuned for more rocking Carlo Rossi activities in 2013.
Carlo Rossi is available at leading wine retailers and supermarkets all over Bangkok and beyond.
About the author
Writer: Chindarat Bovornboriharn