Charles J. (Carlo) Rossi; Advertised Wines Bearing His Name

Charles J. (Carlo) Rossi, 90, who was involved with the wine industry for more than 60 years and became well known for advertising Gallo table wines bearing his name. After working at wineries in the Napa Valley, in 1953 Rossi began his 40-year association with the E. & J. Gallo Winery of Modesto, run by Ernest Gallo, a relative by marriage whom he had known since Prohibition. The Carlo Rossi Red Mountain brand was developed in 1955 and grew to become the leading economy brand of table wine in the United States. In the mid-1970s, Gallo sought an actor to do radio and TV ads for the Carlo Rossi wines, but decided that Rossi was better than all the actors. Rossi’s tag line on the commercials was: “I like to talk about Carlo Rossi wine, but I’d rather drink it.” On Wednesday in Modesto.