Our Rich Carlo Rossi History
About us
“I like to talk about wine, but I’d rather drink it.”
Charles Carlo Rossi’s 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.”
Bringing People Together
Our Brand Vision
To be the wine brand people naturally choose for life’s everyday moments, creating meaningful connections through shared experiences. Carlo Rossi envisions a world where wine feels welcoming, familiar, and easy to enjoy, bringing warmth to gatherings big and small.
Brand Philosophy
Good Wine, Good Times—That’s Bagay.
Carlo Rossi has always believed wine should feel like it belongs — at every table, every gathering, and every moment that matters.
Brand History
A Legacy Worth Knowing
Carlo Rossi’s history starts in California with one man’s vision—wine that’s honest, approachable, and made to be shared. That vision never changed. It just found its way to more tables, more gatherings, and more moments worth raising a glass to across generations of Filipinos.
Who is Carlo Rossi: The Start of a Lifelong Partnership
Charles "Carlo" Rossi joined E. & J. Gallo Winery in 1953, working alongside family friend Ernest Gallo during the rise of California wine culture in America. Known for his strong salesmanship and approachable personality, Carlo helped introduce wine to everyday consumers in a simple and relatable way.
Launch of Carlo Rossi Red Mountain Wines
In 1962, Carlo Rossi Red Mountain wines were introduced and quickly became one of Gallo's top-selling wine lines. The brand focused on affordable, easy-drinking wines that appealed to casual wine drinkers rather than luxury audiences. Around this time, the recognizable gallon jug packaging also became associated with the brand
Carlo Rossi Becomes the Brand's Public Face
The origins of Carlo Rossi wine as a household name came into full view in 1975, when Carlo Rossi himself became the face of the wine line. His relaxed delivery and memorable sayings, including "I like to talk about wine, but I'd rather drink it", made the brand widely recognizable across America.
Legacy of Carlo Rossi Continues
Charles J. "Carlo" Rossi passed away in 1994 after spending decades in the wine industry and becoming one of America's most recognizable wine personalities. Even after his passing, the brand continued carrying the accessible and uncomplicated identity he established throughout his career.
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