A term originally associated with horse racing, dark horse has been used to describe not only relatively unknown race horses but also political candidates, award show nominees and even the songwriting and vocal skills of George Harrison in comparison to other members of The Beatles. Similar to these groups, one wine brand is embracing this mentality as it seeks to deliver high-quality wine at an affordable price to consumers.
Dark Horse Wine, a brand of Modesto, Calif.-based E. & J. Gallo Winery, began in test markets in a single lead retailer in the United States, but emerged on the national scene in the first quarter of 2015. In that year, the brand has resonated with retailers and consumers because of its premium taste profile and approachable price tag.