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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 º£½ÇÉçÇø, will introduce the 1989 film and talk about the relations between Robert Mondavi, the California wine industry and º£½ÇÉçÇø. 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 º£½ÇÉçÇø. 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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