FOOD: Transforming the American Table

Marketing Wine, Lifestyle, and Identity

By the 1970s, with the quality of most California table wine greatly improved, winemakers began focusing on building their brand identities. Many became aggressive, innovative marketers, creating distinctive events and experiences at their vineyards and wineries. They were selling more than just a beverage—they were selling the place, the lifestyle, and the connection with good food. Some winery owners promoted their cultural heritage and family history to distinguish their products in the marketplace.

Welcoming tourists to Napa

Welcoming tourists to Napa

Courtesy Robert Mondavi Winery

Napa Valley winery owners were among the first to make a wine-growing area a tourist destination.