1. Walter S. Richert, "Regional Promotion of Wines," Wines and Vines , August 1949, p. 14.

2. "See-Through Poster Welcomes Napa Valley Visitors," Wines and Vines , October 1950, p. 32; "Vintners Sponsor Cable Car," ibid., November 1949, p. 32; "Give-Away Too Good," ibid., April 1950, p. 86. The title of the last article derives from the fact that the cable car company curtailed the practice, fearing that it would make it a "freight carrier" in the eyes of the Public Utility Commission.

3. "Cooperative Promotion" (editorial), Wines and Vines , October 1949, pp. 3-4. Italics in original.

4. Francis Gould, "Napa Valley Vintners," Bottles and Bins , October, 1962, p. 2; "Lawyers Guests of Calif. Vintners," Wines and Vines , August 1962, p. 7; and "Napa Valley Vintners Play Host," ibid., June 1962, p. 14.

5. Frank Schoonmaker, "California's Vintage Vale," Holiday , August 1952, pp. 103-7. Quotations are from p. 103.

6. See "Wise and Otherwise," Wines and Vines , February 1955, p. 16, and "Napa Vintners Honor Author," ibid., April 1955, p. 9. The duchy earned wider notoriety in the 1959 Peter Sellers comedy The Mouse That Roared , but in the movie war was declared, not to defend national honor, but to win U.S. aid as a vanquished foe.

7. "Vintners, Movie Stars Meet," Wines and Vines , October 1958, p. 9, and "Wine Movie Opens to Considerable Fanfare," ibid., July 1959, p. 7.

8. Philip Lesly of the Philip Lesly Company, which was hired to promote premium California wines in 1959, spoke of the need to "surround the public with an atmosphere favorable to the idea we want to get across." See Lesly, "The Way We Plan to Do It," Wines and Vines , October 1959, p. 21.

9. Because the definition of "premium wine" was so imprecise, estimates of volume varied. Using a weighted average, Louis Gomberg compared the years 1948-50 with 1955-57 and estimated a 50 percent increase (see Gomberg, "What's Up, What's Down in Wine Consumption," Wines and Vines , August 1958, p. 40). Ed Wooton, representing the Wine Institute at federal hearings on wine tariffs, defined premium wine as wine costing more than $1.00 a bottle. According to his figures, 1955 projected sales represented a 39 percent increase over 1949 figures. See "Why U.S. Vintners Fight Lower Import Duties," Wines and Vines , April 1956, pp. 28-29.

10. "The Impact of Imports," Wines and Vines , May 1952, p. 11; Alfred Fromm, "It's the Truth!" ibid., April 1955, p. 29.

11. John Daniel, Jr., ". . . And We Quote," Wines and Vines , December 1953, p. 11; Robert Mondavi, "Table Wine Prospects for 1953," ibid., February 1953, p. 20.

12. Robert Mondavi, Creativity in the California Wine Industry (BL), p. 31.

13. Two groups, the North Coast Table Wine Producers and the Association of Chateau Wine Growers, had been created in 1950 to further the interests of table wine and premium wines. Neither was successful, although the Chateau group was active through 1952.

14. The nine core wineries were Almaden, Ambassador District Wines, Asti Vineyards, Beaulieu, Beringer, Buena Vista, Christian Brothers, Cresta Blanca, Hallcrest Vineyards, Inglenook, Korbel, Charles Krug, Paul Masson, Signature Vintners, Weibel Champagne Vineyards, and Wente Brothers. See Louis Gomberg, California Prestige Wines Study Report (San Francisco: Producers of California Prestige Wines, 1955), p. 1.

15. Louis Gomberg, "Memorandum: Co-operative Action by California Wine Producers to Combat Foreign Competition" (n.d.; included in the minutes of the California Academy of Master Winegrowers), p. 4.

16. Gomberg, California Prestige Wines Study Report , p. 23.

17. Edmund Rossi, manager of the Wine Advisory Board, indicated that the $2,000,000 taken in each year by the marketing order was spent in the following way: $1,000,000 for advertising, $450,000 to the Wine Institute for legislative work, and the remaining $550,00 for field men to "merchandise the advertising" by working with retailers. Minutes, Premium Wine Producers of California, May 5, 1955, p. 2.

18. Ibid., p. 4.

19. Don McColly as quoted in minutes, Working Committee Meeting, Premium Wine Producers of California, June 23, 1955, p. 1.

20. See "Chateau Wine Growers Assn. Formed," Wines and Vines , December 1950, p. 30; "Chateau Group Outlines Program," ibid., January 1951, p. 6; "Chateau Group Okays Special Label," ibid., February 1952, p. 34. For a more general discussion of industry attempts to define quality, see "How Much Quality Wine?" ibid., April 1952, pp. 6, 8; and Edgar Millhauser, "Quality Wine — Why Not Specific Categories?'' ibid., May 1952, p. 6.

21. These viticultural regions were conceived of and defined by Amerine and Winkler of the University of California during the late 1930s.

22. Minutes, Third Annual Membership Meeting, Premium Wine Producers of California, June 25, 1958, p. 1.

23. Gomberg, California Prestige Wines Study Report , p. 24.

24. Paul Snell, "Public Relations and the California Wine Industry," Wines and Vines , November 1956, pp. 24-26.

25. "French Wine Blues," Bottles and Bins , July 1950, p. 2.

26. Gomberg, California Prestige Wines Study Report , p. 10.

27. "Results of First 20 Tastings," Minutes, Premium Wine Producers of California, September 28, 1956, p. 1.

28. As reported by H. Peter Jurgens, "We Have Only Begun to Fight on the PR Front," Wines and Vines , January 1960, p. 21. The difference amounted to less than .05 percent.

29. Snell, "Public Relations and the California Wine Industry," p. 25.

30. Edmund Rossi, "What We Are Getting from Our Wine Festivals," Wines and Vines , March 1959, pp. 16-18.

31. "Can't Advertise Tasting Results," Wines and Vines , June 1956, p. 6. The Alcohol and Tobacco Tax Division (ATTD) was later upgraded and became the present-day Bureau of Alcohol, Tobacco and Firearms (BATF).

32. "Marketing Order Hearing," Wines and Vines , March 1957, p. 15. The $400,000 figure comes from "What Happened in St. Louis," ibid., February 1958, pp. 22-23.

33. See Rossi, "What We Are Getting from Our Wine Festivals," pp. 16-18.

34. Ibid.

35. Ibid.

36. This is derived from minutes of the standing committee of the Premium Wine Producers of California (later Academy of Master Wine Growers) for October 2, 1958; April 15, 1959; July 15, 1959; and December 28, 1959. See Also "Public Relations for California Wine: The Record of Its Changing Pattern from 1934 to 1965," Wines and Vines , March 1965, pp. 14-15.

37. See "How the Industry PR Program Is Doing," Wines and Vines , November 1960, pp. 22-23, and "Public Relations for California Wine," ibid.

38. Francis Gould, Wines and Vines , June 1961. See also Louis Gomberg, "California — Plus or Minus for a Wine?" ibid., September 1961, p. 22.

39. Stanford Wolf, as quoted in minutes of the standing committee, Academy of Master Wine Growers, April 15, 1959, p. 5.

40. Robert Mondavi as quoted in "Major Talks Highlight 30th Annual Wine Institute Meeting," Wines and Vines , June 1964, p. 21.

41. "Action on Palm Springs Front," Wines and Vines , December 1964, p. 15.

42. Ibid.

43. Philip Lesly, "The Way We Plan to Do It," Wines and Vines , October 1959, p. 21.

44. Howard Williams, "What Consumers Want," Wines and Vines , November 1962, p. 26.

45. Ibid., p. 27.

46. Ibid.

47. "New 'Cask' Label for Inglenook," Wines and Vines , July 1960, p. 11. The regular Inglenook Cabernet Sauvignon retailed for $1.65 a bottle, while the "Cask" wine sold at $3.25.

48. "Inglenook Label Change," Wines and Vines , November 1960. Inglenook had undergone a minor label change in 1951 when it repositioned the diamond logo and added a back label describing the winery and grape variety. See "Packaging Page," ibid., August 1951, p. 11. There is a bit of irony here. When Heublein decided to "reposition" Inglenook as a high-quality producer once again in 1987, it decided to return to the original diamond logo. The redesign by Colonna & Farrell won an award.

49. "The New Labels," Bottles and Bins , October 1961, p. 1. Actually, this was the second modification of the basic Charles Krug label, which had undergone changes in 1952 as well. See "New Label," ibid., July 1953, p. 1.

50. Francis Gould, "Room for Improvement," Wines and Vines , August 1948, p. 17.

51. [Francis Gould], "The New Labels," Bottle and Bins , October 1961, p. 2.

52. "We Have No Secrets" (Charles Krug advertisement), Wines and Vines , November 1962, p. 14.

53. For Inglenook, see "Packaging Page," Wines and Vines , August 1951, p. 11; for Beaulieu see "New Beaulieu Back Label," ibid., June 1956, p.5, and "Beaulieu Brochure Emphasizes Informative Back Labels," ibid., December 1961, p. 11.

54. Cecil Kahmann, "Has America Discovered Wine?" Wines and Vines , October 1964, pp. 16-17; quotation on p. 16. A thoughtful article on newspaper and magazine editors' perceptions of California wine.

55. Gomberg data in Appendix 1 of Report #61 to Academy of Master Wine Growers, August 8, 1966 (mimeo).