The business of wine still belonged to the Gallos, the Sebastianis and the like.
FORBES: Harvest Time
It was just prohibition ended in the 1930s, the Gallos worked to change wine's image as an elitist drink.
NPR: Ernest Gallo Did a Fine Job Marketing Wine
During his rise he fought many of the conventions and some of the powers of the industry--especially the Gallos.
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