T-shirt, No Wimpy Wines

This gold-colored T-shirt from Ravenswood Winery in Sonoma, California, features the company’s unofficial motto “No Wimpy Wines!” above the well-known logo of three interlocking ravens.
Joel Peterson, Ravenswood’s founder and inspired winemaker, is said to have uttered the phrase ““no pink, sweet, wimpy wines, no way” when asked in the late 1970s why he wasn’t making the wildly popular and lucrative “White Zinfandel” at his winery. He promoted the motto across the country to an audience that quickly became fans of his red, dry, non-wimpy Zinfandel.
Besides a great ad campaign that continues to run successfully, the “No Wimpy Wines!” T-shirt stands for the very modern movement among some California winemakers to bring a new audience into a world once considered stuffy and too serious.
Object Name
Hanes Corporation
ID Number
catalog number
accession number
FOOD: Transforming the American Table 1950-2000
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Work and Industry: Food Technology
FOOD: Transforming the American Table 1950-2000
Special Case: Producing for the American Table
Data Source
National Museum of American History, Kenneth E. Behring Center
Credit Line
Gift of Joel Peterson

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