Robert Mondavi died yesterday. He was 94. Mondavi didn't begin the California fine wine revolution in the 1960's, but his steadfast efforts to elevate the craft into a worldwide leader is what he can be remembered for. His marketing genius was part of that effort, and his name became a household standard in the US and even in Europe. From an established Napa Valley wine growing and producing family, Robert Mondavi broke with both tradition and his family to establish one of the most successful vineyards and winemaking cellars in the region. He opened the grounds to tours, thus making the valley a central attraction in the Bay area and further publicizing the wine craft and business.

My very first American wine tour was at the R. Mondavi Winery near Rutherford, CA. It was some time in the 1960's and the vines planted between the highway and the winery buildings were young and not yet producing. I could see the PR and advertising potential then. Now, the valley is choked with wine buffs and tourists. Everyone that fills a bottle has tours, tasting rooms and shops.



Mondavi never compromised quality for profit. His production never had to satisfy removed shareholders.

A wine bore like me will miss his touch.