Carlo Rossi Jug Wine: Making Me Smile
I’ve been saving this post for today because it really is a "Friday-kind-of-blog-post" subject.
I think I’ve discovered my favorite winery website: Carlo Rossi.
You will likely recall Carlo Rossi from your youth or from the grocery store or drug store aisle where you got to pick up your margarita mix. Carlo Rossi is a jug wine producer owned by E and J Gallo. They put wine in big 4 liter jugs.
They produce wines like "Paisano", "Rhine", "Chablis", "Sangria" "Burgundy", and "Vin Gris". They have descriptions of all their wines on the web site but for the life of me I can’t tell the difference between the wines from their descriptions. But then, that’s the point.
These guys have their tongues so deeply embedded in their cheek that the entire dimple has been erased.
The highlight of the site must be the "My Furniture" page. Here we learn how to make stereo speakers, chandeliers, coffee tables and shelves….all out of of empty Carlo Rossi jugs. Every item includes schematics for their construction. Some items require many people to help construct because you need to drink LOTS of Carlo Rossi wines to have the jugs necessary to create these unique…."furniture items".
I’m prepared to believe that I won’t enjoy Carlo Rossi wines because my palate has
evolved since I began stealing these types of Jug wines from my parent’s garage when I was 18 and drinking them on a deserted golf course at night with my buddies.
That said, I swear to God I’m tempted to make one of these pieces of furniture. And what gets me is I can’t quite lay my finger on the reason why. I do know that the Carlo Rossi website is pretty brilliant stuff. It doesn’t serve to sell wine. It doesn’t convince me I might actually like the wine. and it tells me next to nothing about the wine. However, it does make me smile. And sometimes, when your business doesn’t depend at all on offering enlightening material on its website, provoking a smile is a job very well done.