By Olivier Torres
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Additional resources for The Wine Wars: The Mondavi Affair, Globalization and Terroir
Example text
Napa Valley: a wine cluster In the language of the Wappo Indians, who were the first inhabitants of the valley, Napa means ‘land of plenty’. The first explorers planted vines in the valley around 1840 and Charles Krug built the first commercial winery in 1861. By 1889, there were already 140 wineries in operation. Most of them disappeared during Prohibition, but when Robert Mondavi 21 the Prohibition was abolished, in 1933, the Napa Valley wine industry was reborn. Between 1960 and 2000, the number of wineries rose from 25 to more than 240.
Worldwide alliances In addition to his partnership with the Rothschild family, Mondavi now has many other partners all over the world, from the Frescobaldi family in Tuscany, to Edward Chadwick’s family in Chile. In 2000, he also signed a partnership agreement with Australia’s leading wineproducer, Southcorp. Mondavi’s method is always the same. First of all, in each wineproducing country, Mondavi identifies a few prestigious names. Then, after making a standard approach, the strategy consists in creating a balanced, 50–50 joint venture between a local partner and the Californian group.
Robert was highly familiar with this, having lived 38 The Wine Wars through years of anguish and the torment of a trial that he won against his younger brother Peter, but oh, at what price! Mondavi discovered the rules of good government for high finance and tried to adapt them to this new situation. ’ Michael became the new CEO for the group and his brother, Tim, the head oenologist. As for Cliff Adams, he was appointed director of the project to create ‘an American wine, gastronomy and arts centre’, thus fulfilling an ambition that Mondavi had been working on for many years.