Robert Mondavi Is Alive And Well

The year is 19… let’s say 50. American’s subsist on a steady diet of Wonder Bread, Jello, and Kool Aid. There is no Food Network, no wine aisle at your average supermarket, no Trader Joe’s, no Williams-Sonoma, no such thing as organic.

Somewhere along the way in the year’s since then, the culture of food started changing in America. Of course, Jamie Oliver would argue that it didn’t change enough, that the Wonder Bread regime is still firmly in place. But there is also a strong and vibrant food culture that owes much to movements begun by people like Julia Child and Robert Mondavi.

A few years back, industry giant Constellation Brands bought the Robert Mondavi family of wine brands for a whopping $1.2 Billion. It made a big statement about how much equity the Mondavi name had built while Robert Mondavi was helping to build Napa Valley and the culture that surrounds it.

The new website at http://www.robertmondavi.com/ is the first true, unified reflection of what he had in mind all along. The first time his story is told, and reinforced with the brand(s) he created to form the full picture.

The new site takes you through the timeline of how his vision evolved, integrates the on-site events and educational programs that helped make his ideas accessible. It’s peppered with his quotes and ideas, and back-ended with a CMS to keep it all fresh. And above all, it creates a brand platform, using everything from color palette to navigation to content and imagery, where everyday wine and expensive wine can co-exist in a cohesive vision of gracious living.

Somewhere, Mr. Mondavi is tossing back a nice Cab and smiling. Although he probably has some suggestions for improvement.

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~ by joshuakelly on April 30, 2010.

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