Introducing Wine to the Table
Although the repeal of Prohibition meant that winemakers were back in business, selling their products to American consumers proved a challenge. Established in 1938, California’s Wine Advisory Board set out to promote wine as a positive addition to the American table. Advertisements produced by the board during the 1950s and 1960s encouraged consumers to embrace wine as part of an all-American meal, as an enhancement to the new convenience foods, or as part of a casual, modern lifestyle. Despite these efforts, it would be at least another decade before the idea of wine as part of everyday American social life really began to catch on.