In 1957, E & J Gallo launched the fortified cheap white wine, Thunderbird. In 1962, E & J Gallo launched the one gallon finger-ringed jug of cheap wine, "Red Mountain", later "Carlo Rossi Red Mountain", named after a winery above Oakdale, that closed in Prohibition. Later, the US market began to move away from cheap wines. Ernest and Julio were the first to introduce brand management and modern merchandising to the wine industry, and led the way in bringing new products to store shelves. They were first in breakthrough quality initiatives such as long-term grower contracts for varietal grapes and grape research programs. They were also first to establish a truly significant foreign sales and marketing force to export California wines overseas. They pioneered wine advertising on television and launched many wine advertising campaigns. (One of these helped to popularize "Hymne", composed and performed by Vangelis Papathanassiou, by featuring it as background music in some of its television commercials.) The company's 1960s ads were focused on associating their US-made wines with Europe's fine wine regions. A 1970s ad for the brand starred Orson Welles saying "We will sell no wine before its time". In 1983, for the first time, the company put a vintage date on one of its wines, the 1978 Sonoma Cabernet Sauvignon.