Can New Strategies Breathe Life Into Some of Santa Ynez Most Storied Wine Brands?
Updated: Sep 17
For many years, there was a fascinating contradiction at the heart of Santa Ynez Valley. The region loved to tout the long history of wine production dating back to the late 1960s — a historical connection that no other American wine region could really challenge. Yet a curious thing happened as Santa Y
nez Valley’s star rose toward the end of the 20th century. Several of the historically important and influential wineries that survived Prohibition, and helped usher in the rebirth of the modern Santa Ynez Valley, seemed to lose their way. In some cases, they were sold to much larger companies that did big-company stuff to them: sold off some of the prized vineyard holdings, sought to capitalize on their well-known names to sell a lot of inexpensive wine, and turned these once-respected brands into near- laughingstocks among industry insiders and wine enthusiasts.
Have now moved into a new and different phase, each initiated after a recent acquisition by a major beverage conglomerate. While each has a slightly different history and strategy, all are looking to find ways to connect their legendary pasts to the future of luxury wine and hospitality in Santa Ynez Valley.
They started producing more wine, and eventually even started sourcing fruit from outside of the Valley.”