Robert Mondavi's PR 'Mission' and the Creation of a California Wine Culture

Feb. 7, Thursday -- In the late 1980s, the Robert Mondavi Winery embarked on a project known as the "Mission." Part public relations campaign and part manifesto, the "Mission" called on the California wine industry to promote wine as a steadfast and historic companion to humanity. A key part of this campaign, a 10-minute film called "The Mission," will be screened at 4 p.m. in 3201 Hart Hall. Axel Borg, a wine bibliographer and librarian at UC Davis, will introduce the 1989 film and talk about the relations between Robert Mondavi, the California wine industry and UC Davis. Following the screening, David Michalski, a cultural studies graduate student, will lead a discussion of the "Mission's" implications for our contemporary understanding of wine and wine history. The two-hour event, titled "The Future of Wine History: A Discussion on the Position of Culture in Robert Mondavi's Mission," is sponsored by the Davis Humanities Institute at UC Davis. It is free and open to the public.

Media Resources

Claudia Morain, (530) 752-9841, cmmorain@ucdavis.edu

Secondary Categories

Society, Arts & Culture Society, Arts & Culture

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