Two brothers who created one of the world's largest and most productive wineries detail their turbulent early lives and their struggle from poverty and tragedy to wealth and success. 35,000 first printing. $40,000 ad/promo.
Book Description
Editorial Reviews
From Publishers 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.
Copyright 1994 Reed Business Information, Inc.
Copyright 1994 Reed Business Information, Inc.
From 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.
--George M. Jenks, Bucknell Univ., Lewisburg, Pa.
Copyright 1994 Reed Business Information, Inc.
--George M. Jenks, Bucknell Univ., Lewisburg, Pa.
Copyright 1994 Reed Business Information, Inc.
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Most Helpful Customer Reviews
6 of 6 people found the following review helpful:
4.0 out of 5 stars
How Two Poor Kids Built an Empire,
By A Customer
This review is from: Ernest and Julio: Our Story (Hardcover)
This is the short and simply-written story of how two poor guys, through hard work and intelligence, created the wine business in the United States. Their lives were the American Dream. The book offers a good lesson for the current generation: work hard, take risks, and good things will happen. Unfortunately, the book reads as if Gallo's lawyers were all over it and that is perhaps its biggest shortcoming. It leaves many questions and details unanswered. It would be fascinating to hear the "war stories" of Ernest while he is still alive to tell them. With any luck there will be a sequel.
5 of 5 people found the following review helpful:
5.0 out of 5 stars
Very Inspirational - Story of the "Great American Dream",
By A Customer
This review is from: Ernest and Julio: Our Story (Hardcover)
Great book to read, especially if you are part of a start-up\family business. Focus is on hard work, guts and determination. If you are thinking about going into business for yourself, read it first!! Easy reading.
4.0 out of 5 stars
The truth is probably somewhere in between,
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Amazon Verified Purchase(What's this?)
This review is from: Ernest and Julio: Our Story (Hardcover)
Having now read a couple of books about the Gallo brothers, about the only two things I've taken away from the differing stories, are 1) that the truth probably lies somewhere in between the two versions, and 2) no matter what you believe to be the "truth", there can be no question that Ernest and Julio Gallo were extremely hard workers. Although the story told by the two brothers in this book is obviously self-serving, it is nonetheless quite interesting. It is certainly worth reading if you have any interest at all in the wine industry and/or a study of just plain entrepreneurial drive.
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