Marvin R. Shanken thiab Ernest Gallo hauv 1999 Kev Sib Tham
Kent Hanson / Wine Spectator
Xyoo 1933, thaum lawv txiv tuag lawm, Ernest thiab Julio Gallo coj tsev neeg vineyards hauv Modesto, California, thiab pom tias lawv tau txais qiv nyiaj rau lub hilt. "Kuv txiv tau tso cov vaj txiv hmab me me uas tsis muaj kev cia siab los ntawm cov nuj nqis, ... thiab peb tau poob rau lawv," hais tawm Ernest Gallo, nyob rau hauv ib tug tsawg video xam phaj nrog Marvin Shanken, Chairman ntawm M. Shanken Kev Sib Txuas Lus. "Peb xav tias los ntawm kev mus rau hauv kev lag luam cawv - noj cov qoob loo thiab hloov mus rau hauv cawv - peb tuaj yeem tau txais txaus los cawm cov khoom, thiab qhov ntawd yog qhov peb tau ua."
Los ntawm qhov pib txo hwj chim, Ernest thiab Julio Gallo tau loj hlob lawv lub tuam txhab mus rau hauv lub ntiaj teb lub tuam txhab cawv loj tshaj plaws. Los ntawm 2007, thaum Ernest tuag thaum muaj hnub nyoog 97, E&J Gallo tsim 40 hom cawv sib txawv, suav nrog 75 lab tus neeg mob, nrog cov nyiaj tau los txhua xyoo ntawm $ 1.5 billion. Niaj hnub no lub tuam txhab tau loj hlob mus rau 130 hom, tag nrho 100 lab tus neeg mob, nrog $ 4 nphom hauv cov nyiaj tau los hauv 2020. E&J Gallo, tseem yog ib lub tuam txhab ntiag tug tuav tsev neeg, ntiav ntau tshaj 7,000 tus neeg thiab ua lag luam lawv cov npe hauv 100 lub teb chaws.
Tab sis kev sib tham video ntawm Ernest Gallo, ua yeeb yaj kiab los ntawm Shanken thiab nws pab neeg hauv 1999, yuav luag tsis tshwm sim. Shanken piav qhia tias "Ernest yog tus kheej heev," thiab nws tsis tshua hais lus rau leej twg. Tab sis peb tau los ua phooj ywg nyob rau xyoo 1975 thaum nws sau ntawv rau kuv ua tsaug rau ib tsab xov xwm uas kuv tau sau txog Gallo Winery hauv kuv tsab ntawv xov xwm Impact, "(Shanken thawj tshaj tawm, ua ntej Wine Spectator, Cigar Aficionado, Etc.)
Qhov Kev Sib Tham Video Nrog Ernest Gallo Uas Yuav luag tsis tshwm sim
Shanken thiab Gallo txuas ntxiv mus ntsib ntau xyoo, hauv California thiab Shanken lub tsev hauv New York. "Ernest hlub kuv tus poj niam (Hazel's) brisket," nws hais. “Peb tau nyob ze heev. Nws zoo li tus kws cob qhia rau kuv. Yog nws nug kuv ib lo lus nug, nws paub tias nws yuav tau txais cov lus teb ncaj ncees. Peb txoj kev sib raug zoo tau tsim los ntawm kev ntseeg siab. "
Thaum kawg, Shanken tau mus cuag Gallo nrog lub tswv yim ntawm kev xam phaj. "Kuv xav ua qhov kev xam phaj ua khoom plig rau nws tsev neeg," Shanken piav qhia. "Tau ntau xyoo nws tsis lees paub lub tswv yim, vim nws tsis xav qhia nws tus kheej li cas. Ces muaj ib hnub nws nyuam qhuav hu thiab hais tias OK. "
Yog li Shanken thiab nws cov neeg coob tau ya mus rau California, tab sis thaum lawv tuaj txog, Ernest hais rau Shanken nws yuav tsum tau kos npe rau daim ntawv cog lus tsis pub lwm tus paub nrog rau $ 1 lab lub txim txhaum cai. Shanken hais tias, "Kuv tsis kam kos npe rau nws," thiab Ernest tig mus rau nws tus kws lij choj thiab hais tias, 'Kuv tau hais rau koj tias qhov no yog lub tswv yim ruam.'" Thiab yog li ob peb hnub tom ntej no cov yeeb yaj kiab tau raug kaw ntawm Gallo ntawm Sonoma winery , thiab ntawm Gallo lub tsev hauv Modesto, nrog roosters crowing nyob rau hauv keeb kwm yav dhau.
Thaum daim vis dis aus tiav lawm, Shanken tau kho nws thiab muab 35 daim ntawv theej ntawm daim disk rau Ernest los qhia rau nws tsev neeg thiab cov xeeb ntxwv. Tab sis nws tsis yog txog rau xyoo 2008, (ib xyoos tom qab Ernest tuag) thaum Joe Gallo, Ernest tus tub, hais kom Shanken hais lus ntawm 75.th kev ua koob tsheej hnub tseem ceeb ntawm lub winery, uas lub ntsiab lus ntawm cov yees duab ntog dua. "Lub sijhawm ntawd peb tau kawm tias Ernest tau muab 35 lub disks tso rau hauv lub hnab ntim khoom, thiab nws tsev neeg tsis tau pom daim vis dis aus," qhia Shanken.
Thaum qhov no tau pom, Gallo tsev neeg tau hais kom Shanken qhia cov vis dis aus ntawm kev ua koob tsheej hnub tseem ceeb. Cov video tam sim no, nrog rau kev tawm tswv yim los ntawm Shanken thiab cov lus qhia los ntawm CBS sportscaster thiab winemaker, Jim Nantz, tau tsim nyob rau lub sijhawm ntawd, tab sis tsis tso tawm rau pej xeem txog thaum Lub Peb Hlis 2022.
Thaum nug tias vim li cas cov yeeb yaj kiab tau tshaj tawm thaum kawg 23 xyoo tom qab nws tsim, Shanken teb tias, "Nws yeej tsis tau npaj yuav tso tawm rau pej xeem. Nws yog khoom plig los ntawm kuv lub siab rau yav tom ntej Gallo tiam, tab sis tom qab ua tiav ntawm lwm cov kev sib tham video, xws li ib tug nrog Michael Jordan uas tau txais ntau lab views rau Cigar Aficionado dhau peb xyoos, kuv tau sau ib tsab ntawv rau nws tus tub, Joe Gallo, thiab nug seb nws yuav xav li cas txog kuv tso nws. Joe sau ntawv rov qab thiab hais tias yog. "
Tseem los ntawm cov yeeb yaj kiab nrog Ernest Gallo thiab Marvin R. Shanken
Voos Yaj
Wine Marketing Wisdom - Txoj Cai ntawm Ernest Gallo
Txij li thaum tso tawm qhov kev sib tham video nrog Ernest Gallo thaum Lub Peb Hlis 2022, cov lus teb los ntawm cov thawj coj hauv kev lag luam, cov neeg nyiam cawv, cov tub ntxhais kawm ntawm cawv, thiab Gallo tsev neeg tau zoo heev. Shanken tau txais ntau email thiab sau ntawv ua tsaug.
Shanken tau hais tias "Qhov yeeb yaj kiab tseem ceeb rau cov neeg uas saib xyuas keeb kwm ntawm cawv," Shanken hais. "Thaum nws tus tij laug Julio tau tsom mus rau kev tsim khoom lag luam, Ernest yog tus saib xyuas kev lag luam cawv thiab muag khoom. Nws yog thawj tus saib ntawm kev faib khoom hauv kev tshaj lij. Nws yog ib tug thawj coj ua wine advertising thiab billboards. Nws yog tus tsim lub npe tsis tshua muaj tiag. "
Cov thawj coj hauv kev lag luam pom zoo nrog Shanken txog qhov cuam tshuam ntawm video. Wayne E. Chaplin, CEO ntawm Southern Glazer's Wine & Spirits, tus muag cawv loj tshaj plaws hauv Asmeskas, hais tias, "Thaum nws los txog rau kev muag khoom thiab kev lag luam rau cawv, Ernest Gallo yog thawj coj ntawm kev lag luam. Rau nws, nws yog qhov pom tseeb thiab tsuas yog kev nkag siab zoo los mloog cov khw muag khoom, tsim cov khoom lag luam uas cov neeg siv khoom xav tau, thiab tso rau hauv qhov chaw zoo tshaj plaws hauv khw kom cov neeg siv khoom tsis nco nws. Nws thiab lub koom haum Gallo yeej ib txwm tsom ntsoov rau kev ua kom zoo tag nrho, paub tias kev ncav cuag qhov zoo tshaj plaws yuav ua rau muaj txiaj ntsig zoo tshaj plaws. Txoj hauv kev no tseem yog ib feem ntawm Gallo winery DNA mus rau hnub no. "
Bill Newlands, Thawj Tswj Hwm thiab CEO ntawm Constellation Hom
Ray Johnson, Tus Thawj Coj Thawj Coj ntawm Lub Koom Haum Wine Business Institute ntawm Sonoma State University, lub tsev ntawm thawj Wine MBA hauv Asmeskas, hais tias, "Kev xam phaj zoo li keeb kwm no nrog Ernest Gallo nthuav tawm cov lus qhia ntawm peb cov thawj coj loj tshaj plaws, tso cai rau lwm tiam neeg tau txais txiaj ntsig los ntawm lawv txoj kev nkag siab thiab kev txawj ntse."
Stephanie Gallo, CMO ntawm E&J Gallo, thiab tus ntxhais xeeb ntxwv ntawm Ernest, qhia hais tias, "Qhov no yog ib qho kev sib tham tshwj xeeb rau kuv vim nws ua rau kuv txiv tus ntsuj plig tiag tiag nrog rau lub zeem muag, tsav, thiab kev ntseeg siab rau nws thiab nws. tij laug, Julio, sib koom. Lawv tsis tsuas yog tsim lawv txoj kev lag luam xwb tab sis lawv tau pab tsim cov kab lis kev cai ntawm kev haus cawv hauv Asmeskas uas tseem muaj kev vam meej niaj hnub no. "
Tau qhov twg los: https://www.forbes.com/sites/lizthach/2022/05/02/rare-video-interview-with-ernest-gallo-reveals-rags-to-riches-story-of-the-worlds- biggest-wine-corporation/