Robert Mondavi Winery Embarks on Historic Transformation With Help From NFTs
image credit: Robert Mondavi Winery
Wine and art non-fungible tokens (better known as NFTs) may not necessarily go together, but Napa Valley’s legendary Robert Mondavi Winery is debuting their first-of-its-kind partnership with French luxury porcelain house Bernardaud to revolutionize the world of wine collecting and authentication, as well as a step towards technological marvel that can push forth another trend towards higher heights.
In a nod to the year the winery was established, the Robert Mondavi Winery x Bernardaud collection is titled “MCMLXVI” and features a limited series of 1,966 exquisitely designed Limoges porcelain 1.5L bottles. The magnum versions of the wines hold custom blends created by Ms Geneviève Janssens, Mr Andy Erickson and Mr Thomas Rivers Brown, acclaimed winemakers of the Robert Mondavi Winery Technical Council. Each bottle will be offered exclusively through generative art non-fungible tokens (NFTs), each a unique and collectible piece of art, available for purchase starting December 15, 2021 at nft.robertmondaviwinery.com. The bottles will be on display exclusively in Bernardaud showrooms across Asia in Spring 2022.
The NFTs were developed in strategic partnership with VaynerNFT, a pioneering entity under the umbrella of the VaynerX holding company founded by serial entrepreneur and chairman Gary Vaynerchuk. Inspired by the porcelain bottles and wine blends and driven by an autonomous system in tandem with the artist's creative code, generative artist Clay Heaton will produce 1,966 original works of digital art created at the moment of purchase. These tokens act as a “key” to unlock redemption of the wine bottles, exclusive winery experiences and insider access to future offerings.
“We set out to create something truly revolutionary, channeling the visionary mindset of Mr. Mondavi himself, and are proud to introduce the Robert Mondavi Winery x Bernardaud NFT collection to mark the genesis of an historic transformation for the winery,” says Robert Hanson, President, Wine & Spirits division at Constellation Brands, the parent company of Robert Mondavi Winery. “Our shared commitment to incredible quality, farm-to-bottle craftsmanship and pioneering innovation has culminated in a thrilling endeavor from a winemaking perspective and a compelling investment for digital asset collectors, luxury design enthusiasts, and fine wine aficionados alike.”
