Ernest and Julio: Our Story

Ernest and Julio: Our Story

by Ernest Gallo, Julio Gallo, Bruce B. Henderson
     
 

Ernest and Julio Gallo have rarely spoken publicly about their lives - until now. Ernest and Julio: Our Story is the candid and powerful autobiography of two brothers who truly went from rags to riches. Here they tell for the first time of how they learned to make wine by reading pamphlets found in a public library, and of how their winery grew from nothing to become… See more details below

Overview

Ernest and Julio Gallo have rarely spoken publicly about their lives - until now. Ernest and Julio: Our Story is the candid and powerful autobiography of two brothers who truly went from rags to riches. Here they tell for the first time of how they learned to make wine by reading pamphlets found in a public library, and of how their winery grew from nothing to become the largest and most successful in the world. Like Henry Ford, the Gallos created an industry where one had never before existed, and their life story reads like a great epic novel. Full of drama and wonderful characters, their memoir is a celebration of life, of brotherhood, of wine and business, of America and its dreams.

Editorial Reviews

Publishers Weekly - Publisher's Weekly
The first autobiography, narrated in alternating sections by the sons of Italian immigrants who founded the 62-year-old California Gallo Winery, is both an engrossing business success story and an account of strong fraternal bonding, strengthened by family tragedy. Ably assisted by Henderson (The Sea Will Tell), 85-year-old Ernest (who heads the firm) and younger brother Julio (who died in 1993) recall their early struggles and, following the repeal of Prohibition, the fierce competition they faced-including that of large distillers. The Gallos conducted a publicity campaign to make people ``wine conscious'' that featured their blended and fortified wines used to make sherry, brandy, Thunderbird, sparkling wine and other drinks. They attribute their position as top-selling vintners to their long-term view, innovative research and sales and marketing savvy-so successful that even Coca-Cola ``tried to take us on.'' Photos not seen by PW. (Nov.)
Library Journal - Library Journal
This is the story of the largest winery in the world by the two men who built it. The well-written text alternates between Ernest, who handled the marketing, and Julio, who managed the vineyards. One gradually learns a great deal about the wine business, as did the Gallo brothers, who claim to have known little at the beginning; a government pamphlet in the Modesto Public Library showed them the rudiments of winemaking. Their rags-to-riches story takes us from the Depression to the present day, when wine consumption has increased. No matter what new wine product the Gallos produced, they planned carefully and thoroughly, seldom failing. They refused all mergers and anything that would cause them to lose control of their operations. This is indeed their story, so the reader may not be learning all their foibles and failures. Recommended for public and academic libraries. [For another perspective on the Gallos, see Ellen Hawkes's Blood and Wine, LJ 3/15/93.-Ed.]-George M. Jenks, Bucknell Univ., Lewisburg, Pa.
David Rouse
Given the publication last year of an unflattering and unauthorized portrait of the Brothers Gallo entitled "Blood and Wine", by Ellen Hawkes, and a string of controversies surrounding Ernest's and Julio's treatment of their younger brother, Joseph, this book might better be subtitled "Our Side of the Story." At issue is whether their original winery was part of the business established by their father, making Joseph Jr. a partner, or whether Ernest and Julio built their empire from scratch, learning--as they tell it--to make wine after reading a library book! The two older brothers have also been to court to prevent Joseph from using the Gallo name on the cheese he now sells. Additionally, the Gallos attempt to clarify stories behind their introduction of low-priced, fortified Thunderbird wine, their treatment of Cesar Chavez and the United Farm Workers, and their sometimes stormy relations with marketers, distributors, and advertising agencies. Told simply and disarmingly, with the brothers taking turns in commenting on each topic, the Gallos' story proves an interesting one.

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Product Details

ISBN-13:
9780812924541
Publisher:
Crown Publishing Group
Publication date:
10/25/1994
Edition description:
1st ed
Pages:
380
Product dimensions:
6.69(w) x 9.84(h) x (d)

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