The application of ethanol for enhancing effectiveness of ethephon under field conditions on cranberry (Vaccinium macrocarpon Ait.) fruit was tested during three seasons (1986 to 1988). The formulation containing ethephon plus the surfactant Tergitol (0.3% or 0.5%, v/v) and ethanol (2.5%, 5%, or 10%) consistently increased anthocyanin content in the fruit by 28% to 54% over the control. In general, fruit size was not affected by the ethephon treatment containing ethanol and Tergitol. The application of ethephon plus surfactant did not increase the anthocyanin content in the fruit. The presence of ethanol in the ethephon and surfactant mixture, however, consistently enhanced the fruit anthocyanin content by 21% to 40% as compared to ethephon plus surfactant. No adverse effect of various treatments on vine growth or appearance was noticed over the three seasons. Chemical name used: (2-chloroethyl) phosphonic acid (ethephon).