Whats the word?

Boing Boing has a hilarious and informative post re: the history of Thunderbird (which, by the way, is a fortified wine). Excerpt:

Hawkes is responsible for one of the more divertingly notorious tales of Ernest Gallo. She tells of him driving through the streets of the inner-city, eventually pulling up to a stranger on a street corner. According to Hawkes, Gallo called out the lyrics to one of his jingles 'What's the word?' As the tale would have it, the man immediately called back the correct answer: 'Thunderbird!'

Hawkes' tale is partially corroborated by at least one online source, a former Gallo salesman who recalled handing the drink out to Native Americans who were just being released from jail -- 'to get the brand started.' 'Wino Samplings,' as this former employee calls the practice of passing out free samples to hard drinkers, 'used to be widespread.'

Link And be sure not to miss the review from Bumwine. Link