E&J Gallo makes name more friendly

E&J Gallo, the second-biggest wine company in the world behind Constellation Brands, is reinventing its brand to become Gallo Family Vineyards, according to Decanter magazine. The E & J Gallo Winery was founded in 1933 by Ernest and Julio Gallo in Modesto, California. The brothers founded the winery after their father’s wine business failed. In their early days, the brothers’ goal was to strictly rescue the family name and payback their father’s debts.

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