A salesman from day one, Charles "Carlo" Rossi started working for E. & J. Gallo Winery in 1953 alongside family friend Ernest Gallo. Two years later, 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."