[10] The method of pasteurizing grape juice to halt the fermentation has been attributed to a British–American physician and dentist, Thomas Bramwell Welch (1825–1903) in 1869.

Welch was an adherent to the Wesleyan Methodist Connexion which strongly opposed "manufacturing, buying, selling, or using intoxicating liquors" and advocated the use of unfermented grape juice instead of wine for administering Holy Communion during the church service.

In 1913, Secretary of State William Jennings Bryan served grape juice instead of wine during a formal diplomatic function, and in 1914, Josephus Daniels, Secretary of the Navy, forbade any alcoholic drinks on board naval ships, actively replacing them with grape juice.

During World War I, the company supplied "grapelade", a type of grape jam, to the military and advertised aggressively.

Subsequent development of new grape products and sponsorship of radio and television programs made the company very successful.

Welch's long-time traditional advertising partner is The Via Agency in Portland, Maine and in the Fall of 2016 announced that Jack Morton Worldwide's Genuine group will be handling the mobile, social, and digital media and strategy.