As I turn off US-21 and onto the Gallo campus, it strikes me how much it doesn’t look like a typical manufacturing facility. A large mural splashed with pinks, blues, and yellows announces the company’s signature motto: We Serve Joy. Underneath, in the foreground, is the company’s sign framed by American and state flags and young palmetto trees. Gallo’s international logo (which will soon change on all signage, dropping the E. and J. for founding brothers Ernest and Julio) shares space with the company’s South Carolina logo: the signature palmetto tree, crescent moon, and… two roosters.

I exchange pleasantries with the guard at the check-in booth and curve around to the visitor entrance. When I step out of my hybrid vehicle, it still doesn’t feel like a manufacturing facility. Music is playing from speakers around the campus. A picnic area with high- and low-top tables and geometric awnings is neatly manicured. And cars like mine are plugged in at the abundant EV charging stations where, later, a food truck may power up to serve a hungry lunch crowd. There’s a festive fall display at the front doors – hay bales, a collection of pumpkins and gourds, autumn-colored mums… and two larger-than-life rooster skeletons.

I’m just starting to wonder what’s up with the roosters, when I’m welcomed into the foyer to meet Gallo’s South Carolina leadership team: Stein Edwards, JD Galindo, and Ettienne Bouwer. I like their vibe instantly; they’re casual without appearing lax, business-minded without being stuffy.

I tell them I stopped to photograph a full-wall mural of Gallo’s High Noon on the side of a nondescript establishment located on Chester Avenue. (It was cool to see the product being created, sold, and advertised all within a 10-mile radius!)

They tell me about one of the company’s most innovative and popular brands, Pink Whitney, which is a fusion between pink lemonade and vodka, as well as unexpected partnership between Gallo and the National Hockey League.

 

I can already tell this is going to be a fun visit. But I’m still wondering about all those roosters…

Cheers to East Coast Growth!

As it turns out, gallo is “rooster” in Italian. The animal has appeared as part of the company’s branding for decades, but the new name and logo are simplified. Not only does this change honor the Gallo family history – as the original product labelling did not bear the brothers’ initials – but it also casts a vision for the company’s future as both the largest winery in the world and a total beverage company across the wine, spirits, and ready-to-drink cocktails industry.

Embracing Gallo’s evolving identity also means embracing its newest location in Chester County, SC – all the way across the continent from its headquarters in Modesto, California.

 

The decision to move to Chester County was strategic. Sixty to seventy percent of Gallo’s consumer base is on the East Coast, so from a logistical and sustainability standpoint, it made sense to build the company’s new manufacturing and distribution center close to the legal drinking age adults who are purchasing the product.

“From driving in to how it feels when you arrive on campus to the actual experience when an employee is working – everything matters.”
— Ettienne Bouwer, Gallo’s Director of Human Resources for Eastern Operations

 

Positioned on 640-ish acres, Gallo’s Chester County Operations has plenty of room to grow. Cans, glass, and 50 mL mini-bottle lines are currently operational, with another line launching soon, in addition to planning for a future line. And with a railroad running through the middle of the warehouse, importing and exporting is easier than ever.

 

But Gallo knows that for a company to grow – especially in manufacturing – it must value the community it moves into. It couldn’t just copy and paste what works in metro Modesto to rural Chester County.

 

“The most important thing when we got started,” says Ettienne Bouwer, Director of Human Resources for Eastern Operations, “was to set a strong cultural foundation. From driving in to how it feels when you arrive on campus to the actual experience when an employee is working – everything matters.”

Culture That’s Worth the Cost

Ettienne’s right. First impressions matter – to employees, to visitors, to partners.

 

I think back to the first thing I saw when I arrived: the mural. It was artsy – pretty, even. Not words you usually associate with a manufacturing facility.

 

But in fact, it was so much more.

 

Ettienne tells me about the intentionality that went into creating the mural. The flowers, the birds, the fish, the trees – all are native to South Carolina. The Columbia skyline, the mountains, the coast – all represent the landscapes of South Carolina. The people – a man holding a basket of bottles, a woman drinking from a wineglass – show manufacturers and consumers coming together.

 

And in the middle, alongside the iconic rooster, is Gallo’s motto: We Serve Joy. It’s a motto that not only acknowledges how Gallo products are part of consumers’ joyful celebrations – weddings, birthdays, holidays, and everyday moments that matter. It also speaks to Gallo’s commitment to serve others and experience joy both in the workplace and outside of it – by mentoring at local technical schools and colleges, sponsoring holiday toy drives, giving to local charities, and more.

“If we do the culture right, we’ll have employees who want to work here and who will perform well here. It’s not something you can quantify. But it is so worth it.”
— Ettienne Bouwer, Gallo’s Director of Human Resources for Eastern Operations

That same attention to bridging the interests of an international company and a small Southern town is present in the Chester County Operations logo. There’s the palmetto tree and the crescent moon – distinct symbols of South Carolina – along with the two roosters representing Gallo’s presence on the West Coast and, now, the East Coast.

 

But if you look closely, those roosters are not identical. In fact, the tailfeathers of one look more like a gamecock. And those marks on the tree trunk? They’re tiger claw marks. That’s right! Gallo even incorporated South Carolina’s epic football rivalry into their local identity, showing that they care about what their employees care about.

“What’s the payback for putting a mural up? For tweaking your logo to fit the local culture? For putting speakers in the parking lot or having a really nice break room or outdoor dining seating or EV charging stations?” Ettienne questions. “If we do the culture right – and these are all elements of culture – we’ll have employees who want to work here and who will perform well here. It’s not something you can quantify. But it is so worth it.”

Culture on the Gallo Campus Looks Like...

Autonomy in shaping company identity

When Gallo was brainstorming iconic features for the new facility, an employee drew inspiration from a sculpture he’d seen. With encouragement from leadership, he brought the idea to life by creating an intricate panel using High Noon cans. The artwork is as much a display piece as it is a symbol of Gallo’s culture and commitment to celebrating initiative, honoring team members’ unique contributions, and connecting people with the brands they help create.

Personalization – even before Day 1

Gallo believes in starting well, and that means that every single employee receives a phone call from JD Galindo, Director of Operations, before their first day of work, welcoming them to the team. Some employees know to expect it. “I’ve got friends and family that work there,” they say. “I really want to be a part of it!” Others are surprised: “Really? You’re calling me?! The manager at my current job never did that.” Either way, it makes the right impression from the outset.

Leadership presence

After new employees get that initial phone call from JD, he and Stein Edwards, Senior Director of Eastern Operations, share an overview of the culture, introduce them to departmental leaders, and sit down with them for a pizza lunch. “Leaders create the culture, and culture drives performance,” Stein explains. “We are deliberate about choosing the right leaders for the right roles because they are the ones who create an environment that makes people proud to work here.”

Motivation

Compensation and good benefits are motivators in any healthy workplace, but a little competition never hurts either! For one thing, Gallo believes in promoting from within; many of their team members become team leaders. Additionally, signage throughout the facility keeps production lines working towards goals and setting records. And for the past two years, Gallo has participated in the SC Manufacturing Madness – Coolest Thing Made in SC competition. They placed in the top eight two years ago and came in second this year. “We lost to a side-by-side power sports vehicle, which is actually a pretty cool thing,” Ettienne concedes. “But we beat an F-16, so that was good. Our goal is to win it next year!”

A willingness to embrace diversity

New employees watch an inspirational YouTube video featuring Navy SEALs and may be surprised to learn that those who make it through the intensive SEAL training process are not always the ones they expect. Instead, it’s the ones who are dedicated to service. “We’re not trying to be Navy SEALs,” says Stein. “But we are trying to have a world-class culture, and that means acknowledging that we come from all walks of life and what makes us special is our willingness to support each other.”

Teamwork

“We’re always asking ourselves, ‘What about the people inside this building – those in the bottling hall, in the warehouse, in leadership?’” says Stein. “But also, ‘What about the people outside of this building – our vendors, our suppliers, our partners like readySC?’ We want our community to know that Gallo is a great place to work. Creating that kind of reputation takes everybody working together.”

enjoyment!

Gallo employees know how to have fun! Employees participate in raffles to win prizes. They laugh and tell stories during tasting events. They participate in community outreach events, such as a recent park clean-up, where a group of volunteers collected 700 pounds of trash. And they have fun during the holidays – especially during Galloween, an event for Gallo families that includes trick-or-treating, costume dress-up, food trucks, and music.

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