New Generation of Mondavi Drinkers

Filed in archive California Wines , Wine News , Wineries on July 23, 2007

Robert Mondavi is certainly one of, if not the most, recognizable name in the California wine industry. But just because they've been around for a long time, that doesn't mean that the winery is not in touch with a new generation of wine drinkers. In fact, estate manager Christopher Barefoot is setting out to create new experiences for consumers including adding a podcast for people walking through the winery tour, and changing things around a bit at the famed winery's summer festival - a tradition for 38 years.

From The Napa Valley Register:

Barefoot is working with Margrit Biever Mondavi, wife of the 94-year-old industry icon, "to keep the winery in the forefront of wine, food and the arts. I want to make the visitor experience more relevant for today's wine consumer, who happens to be younger than those coming here say 20 years ago.

"Gen-Xers and those in the millennial group look at things differently than baby boomers and others who came before them - yet, they, too, are looking for enjoyable experiences in food and wine. We want to address this group - mainly 25-to-35-year-olds who have disposable income - a lot of them are probably still living at home - and are willing to spend more on wine than did their predecessors."

Barefoot wants to ensure that people who are new to Napa Valley understand how instrumental Robert Mondavi was in growing the California wine industry, but also want them to know that the winery is still cutting-edge and looking toward the future.