Thunderbird is a sweetened, fortified lemon-flavored port wine. It was originally marketed at 20% ABV, later changed to 17.5% ABV. The wine was developed in the 1940s and targeted to the African-American community.
History
In the 1940s, Ernest Gallo sought to expand his wine business by targeting underserved markets. After several unsuccessful products, he found success with Thunderbird. A 1955 change in federal law allowed flavoring agents without higher taxes, which helped the product's success. The wine was developed after Gallo noticed liquor store cashiers adding lemon juice to white port wine for African-American customers.
How it is made
Thunderbird is a sweetened, fortified lemon-flavored port wine. It was originally produced at 20% alcohol by volume, later reduced to 17.5% ABV. The wine was marketed with a blues-themed radio jingle featuring lyrics about being 'good and cold' and sold at 'thirty twice' (later updated to 'a dollar twice' due to inflation).
Types and styles
As of 2018, the original Thunderbird wine has been discontinued. The Thunderbird name and logo have been repurposed for a new range of traditional wines sold in black bottles.