So, what does all of this add up to? Robert Hanson, president of wine and spirits at the winery’s parent company, Constellation, says it’s a first step in a three-year plan to transform the company into a luxury powerhouse. “Our intent is to restore Robert Mondavi Winery’s as the soul of Napa Valley fine wine,” he says via phone. “The brand has atrophied a bit over the last decade.”
He also notes that To Kalon vineyard is considered one of the top vineyards in the world and one of the most important in the U.S. Not only does the vineyard provide fruit for its own top wines, but also sells to Opus One, one of Napa Valley’s most-sought-after wines. (Opus One was founded by Baron Philippe de Rothschild and Robert Mondavi in 1978.) Hanson hopes the collaboration turns the focus back to the quality and craftsmanship of To Kalon’s finest wines at an historic site.
One innovative collaboration won’t be enough to fully restore the Robert Mondavi name, but it’s a buzzy way to attract wine and crypto enthusiasts to the brand and shake off its staid reputation. Hanson says they’ll soon be removing the prominent branding of the Robert Mondavi name from its affordable brands, updating packaging and pricing, and completely transforming the winery and business center in the coming year.
The NFT packages are available for purchase now on Robert Mondavi’s website, but collectors will have to wait to acquire their wine, which needs to rest for about a year.
This article was provided by Bloomberg News.