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Fortified wine brand

Cisco is an American brand of flavored fortified wine produced by Canandaigua Wine Company. It is produced in a variety of fruit flavors and is known for its high alcohol content. In 1991, the brand was criticized for allegedly deceptive marketing that presented the 20% alcohol by volume (ABV) wine as being comparable to low alcohol content beverages like wine coolers (4% ABV by average). fortified with grape brandy. It has been produced in a variety of fruit flavors including "red", "orange", "peach", "berry", "gold", "black cherry", "blue raspberry" and "strawberry". Journalist Julia Flynn Siler wrote that Cisco was "a syrupy hooch that has been described as tasting like fruit flavored Robitussin mixed with liquid Jell O and two hundred proof vodka." A 2015 review of strawberry Cisco by Andy Kryza of Thrillist described it as having "the consistency of watered down cough syrup and sugar, but none of the flavor of traditional sizurp." The wine contained 20% alcohol by volume (ABV). By comparison, wine coolers had only 4% ABV on average. Consumption of Cisco was reported to result in effects such as combative behavior, hallucinations and loss of consciousness.

The wine had the slogan "Takes you by surprise!" and was primarily marketed towards low income communities and African American consumers. Despite its strength, 12oz/ 375ml bottles of Cisco were marketed to consumers as single serving beverages prior to 1991. Bottles of Cisco were also commonly stocked next to low alcohol content wine coolers in stores. A 1995 survey of found that 36% of high school students were unsure whether Cisco contained alcohol, and more than half did not realize it contained more alcohol than beer or malt liquor.

Cisco was introduced in 1985, and the brand was acquired by the Canandaigua Wine Company in 1988. and selection of flavors. A public campaign was launched to make retailers stop stocking the wine, and to pressure the company to cease selling Cisco. Multiple organizations, including the National Council on Alcoholism and Drug Dependence, the Center for Science in the Public Interest, the National Alcoholism Council and Mothers Against Drunk Driving were involved in the campaign. In response to the campaign, the convenience store chain 7 Eleven stopped selling Cisco. The chairman of the House Select Committee on Youth and the Surgeon General of the United States, Antonia Novello, also urged the company to change the marketing and packaging of the wine. The company reached a consent agreement with the FTC that involved them changing the branding of Cisco and no longer marketing it as a single serving beverage. A study of homeless intravenous drug users in San Francisco between 1994 and 2006 found that daily alcohol consumption was common among participants, "primarily inexpensive, twelve ounce bottles of Cisco Berry fortified wine". A 2006 study of ethnic differences between heroin users found that white heroin users tended to supplement their psychoactive substance use with Cisco Berry wine, while African American heroin users tended to prefer crack cocaine.

Cisco has been described as being a component of rap culture. The drink was frequently referenced in rap lyrics, Uncle Luke's debut solo album I Got Shit on My Mind (1992) includes the track "Cisco". Paul Beatty noted Cisco's popularity among "white college hepsters at the University of Mercury" and "Aspen ski vacation, company car drivin'" black men who wanted to imitate rap culture.