Gallo Wines Essay

1070 Words Apr 27th, 2011 5 Pages
How important is the dessert wine segment to the industry? to E. & J. Gallo Winery? How do these products fit with Gallo's stated position on the quality of its products? Do brands like Thunderbird and Night Train have any redeeming features as a product, even if they are in demand by a segment of the population?

Dessert wines are very important since it makes up a large portion of the wine industry. Before Gallo upgraded their image, they had more of a brownbag jug wine image through products like Thunderbird and Night Train wines. These products for Gallo Winery do very well for the company. Consumers remain loyal to the brands, especially those that cannot afford other brands. The Gallo Company associates itself only with the
…show more content… The wine coolers and the fortified wines and the more expensive wines may be the same strategic fit when it comes to Gallo’s internal environment but it is not when it comes to Gallo’s external environment. Gallo tries to distant itself from the wine coolers and the fortified wines.

2. Is Gallo being socially responsible by supplying dessert wines? What responsibility does Gallo have to consumers in furnishing dessert wines? Does the Gallo family have any personal responsibility to speak out against alcohol abuse? Should they be doing more than speaking out? Should production and sale of Thunderbird and Night Train be discontinued? How does ethical relativism factor into this scenario?

The dessert win business is till profitable. It is always hard for a producer of alcohol to fight intensively and publicly against alcohol abuse. It is important to speak out against alcohol abuse as an ethical and social responsibility or to mention it in advertising. However, those who abuse alcohol have underlying conditions or problems that should not be the responsibility of the manufacturer of the product. Thunderbird and Night Train are not identified with Gallo Winery. The products are still advertised in poor neighborhoods and inner cities where these products have their most customers. Ethical relativism is the view that different groups of people ought to have different ethical standards for evaluating acts as

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