Mavic Mac
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Thunderbird wine is back, and badder than ever. But now in the good “bad” sense.
E. & J. Gallo Winery’s Thunderbird wine, once know for its low price tag and high alcohol content, has been reborn and rebranded. Folks at downtown Modesto’s Mod Shop late last month were treated to a pop-up tasting event where the brand was introduced — or more accurately reintroduced — locally.
The new Thunderbird comes in sleek black bottles with the brand’s original bird logo. But instead of its citrusy flavor of yore, the wine now comes in three varietals: chardonnay, red blend and cabernet sauvignon.
First debuted by Gallo in 1957, Thunderbird was known for its striking yellow color and intoxicating effects. The formerly fortified beverage (initially containing a whopping alcohol content of about 20 percent, which later was lowered to about 17.5 percent) was a mix of wine and citrus flavoring. The company sold 19,000 cases the first month it was introduced in Los Angeles.
In the autobiography “Ernest & Julio Our Story,” Ernest Gallo wrote, “I had never seen a product that went from nothing to almost full growth in thirty days.”
The brand inspired an ubiquitous jingle as well that went, “What’s the word? Thunderbird! How’s it sold? Good and cold!” But after its initial popularity and novelty, it became grouped with other cheaper fortified wine like MD 20/20 and Wild Irish Rose.
We use to say
What's the word
Thunderbird
What's the price
Thirty twice
What's the action
Satisfaction
E. & J. Gallo Winery’s Thunderbird wine, once know for its low price tag and high alcohol content, has been reborn and rebranded. Folks at downtown Modesto’s Mod Shop late last month were treated to a pop-up tasting event where the brand was introduced — or more accurately reintroduced — locally.
The new Thunderbird comes in sleek black bottles with the brand’s original bird logo. But instead of its citrusy flavor of yore, the wine now comes in three varietals: chardonnay, red blend and cabernet sauvignon.
First debuted by Gallo in 1957, Thunderbird was known for its striking yellow color and intoxicating effects. The formerly fortified beverage (initially containing a whopping alcohol content of about 20 percent, which later was lowered to about 17.5 percent) was a mix of wine and citrus flavoring. The company sold 19,000 cases the first month it was introduced in Los Angeles.
In the autobiography “Ernest & Julio Our Story,” Ernest Gallo wrote, “I had never seen a product that went from nothing to almost full growth in thirty days.”
The brand inspired an ubiquitous jingle as well that went, “What’s the word? Thunderbird! How’s it sold? Good and cold!” But after its initial popularity and novelty, it became grouped with other cheaper fortified wine like MD 20/20 and Wild Irish Rose.
We use to say
What's the word
Thunderbird
What's the price
Thirty twice
What's the action
Satisfaction
