Robert Mondavi Bids for Relevance With NFT, Art and a Porcelain Bottle
The move is part of a long-term plan to improve the image of the American winery.
The special edition Robert Mondavi bottles, created by Bernardaud.
Photographer: Tim Hovan
In the 1960s and ‘70s, the name Robert Mondavi was synonymous with innovation and fine Napa Valley wines that could rival those of first-growth houses in Bordeaux. In recent years, it has lost its cachet due to brand extensions at the low end of the industry. Yes, the company that owns one of the most legendary and awarded vineyards in California, To Kalon, also sells wine at Sbarro.
While Robert Mondavi Winery has always produced high-quality wine, it is now on a mission to restore its reputation and regain its place within the top ranks of U.S. wine. In true 2021 fashion, that transformation begins with—what else?—NFTs.