Welch’s grape juice was not originally a wine.
Welch’s grape juice was originally made to be an alternative to wine.
Creator Thomas B. Welch was upset that wine was served during Communion at his Methodist church.
So, with careful pasteurization to help prevent fermentation, he made grape juice as a wine substitute.
He never was able to get his own church to switch from wine to his grape juice, but he was successful with others.
Like other beverage products of the time, Welch’s grape juice was initially promoted as a cure for all sorts of ailments.
Along with the claims, ads bore a picture of a pretty young woman and the slogan “The lips that touch Welch’s are all that touch mine”.