As a child, Ms. Gallo followed her brother around the vineyard outside their house, helping him prune the vines. Later, she studied winemaking at the University of California-Davis, and then took a job in the winery's sales department.
Now Ms. Gallo, 32, has a starring role in a marketing effort that is moving the brand's image from its jug-wine roots into the echelons of varietal wines.
Her Gallo Sonoma label jumped almost 30% in sales, from 105,000 cases to 225,000 cases, in the five years ending 1998, according to Impact Databank. Its marketing, however, is having a halo effect on other Gallo varietal labels, such as Turning Leaf and Gossamer Bay.
"She has provided a brilliant entree in moving the image of the old generation to the new generation in a way that still maintains the integrity of the family," says Eileen Fredrikson, VP at Gomberg, Fredrikson & Associates, a West