I have watched in dismay as the corporate owners of the Robert Mondavi wineries have expanded, diluted and in my view diminished the value of that storied name. Not that it isn’t their legal right – they bought it all, lock, stock, barrels and trademark – but it would be nice to see some hint of stewardship. So far, I’ve seen none.
I raised the subject this week during a conversation with Peter Mondavi Jr., the son of Robert’s brother Peter. Peter’s branch of the Mondavi family motored along quietly over the decades, managing hundreds of acres of prime Napa valley vineyard, and churning out rather ordinary wines under two labels.
But in 1995, Peter Jr. recounted, a “pivotal point” was reached. He and his brother sat down determined to take over the reins from their (then) octogenarian father and “re-invent ourselves.”