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Robert Mondavi - Premium Winemaking Facility

Autor:   •  March 30, 2011  •  Case Study  •  1,106 Words (5 Pages)  •  990 Views

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Robert Mondavi built a state-of-the-art winery that became a premium winemaking facility as well as conveying a unique sense of Mondavi wines to the visitors. Soon the new winery became a place where the best practices in the production of premium wines were developed, eventually establishing the standard in the wine industry. Robert Mondavi was the first winemaker who assembled experts with various back¬grounds in the fields of viticulture and winemaking to give advice on the new wines. He also developed new technology that allowed special handling of grapes and the cold fermentation of white wines. Furthermore, Mondavi's company created process innovations, such as steel fermentation tanks, vacuum corking of bottles, and aging of wines in new French oak barrels. Dedicated to growing vines naturally, Robert Mon¬davi introduced a natural farming and conservation program that allowed enhanced grape quality, environmental protection, and worker health. Moreover, from the very beginning, the company promoted the presentation of wine as part of a sociable way of everyday living. Robert Mondavi Winery was one of the first wineries to present con¬certs, art exhibitions, and culinary programs. In his book, Robert Mondavi described his search for innovation:

From the outset, I wanted my winery to draw inspiration and methods from the traditional Old World chateaux of France and Italy, but I also wanted to become a model of state-of-the-art technology, a pioneer in research and a gathering place for the finest minds in our industry. I wanted our winery to be a haven of

creativity, innovation, excitement, and that unbelievable energy you find in a start-up venture when everyone is committed, heart and soul, to a common cause and a common quest.

In 1972 Mondavi's hard work and dedication to his venture were formally recog-nized when the Los Angeles Times Vintners Tasting Event selected the 1969 Robert Mondavi Winery Cabernet Sauvignon as the top wine produced in California.

Despite Robert Mondavi's relentless efforts, things did not always go smoothly. A noticeable improvement in the quality and reputation of the Robert Mondavi wines during the 1970s did not spark the interest of reputable five-star restaurants and top wine shops across the country. So, for over a decade, Mondavi traveled throughout the country and abroad, promoting Napa Valley wines and the Robert Mondavi brand name. Often, while dining alone on business trips, Mondavi offered restaurant em¬ployees the opportunity to taste his wine. Slowly, Mondavi got his wines on the wine lists of the top five-star restaurants in the United States. By the end of the 1970s, restau¬rant owners, famous wine connoisseurs, and industry critics were eager to be intro¬duced to Robert Mondavi products. Recognizing the increased popularity of his wines, Mondavi began slowly raising the prices of his wines to the price level of comparable French wines.

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