The Mondavi family may have been in the wine game for more than a century, but they have only proven that they can move with the times. The fourth generation of winemakers has announced that they will now accept cryptocurrency for the sale of their high-end Napa Valley wines.
The Mondavi sisters – Angelina, Alycia, Riana and Giovanna – were pioneers and seem to be the first winemakers in the valley to opt for digital payment.
Mondavi’s Napa roots go back to 1943 when Peter and Robert Mondavi convinced their father Cesare to buy what was then the historic Charles Krug Winery for $ 75,000. The brothers set out to produce wines that would later help establish California as the main wine growing region in the country. Her successors – a quartet of formidable women – have carried on that legacy and added their own contemporary flair.
The foursome launched Dark Matter Wines in 2005 and bought Aloft Wine in 2017. Both brands now offer a limited number of packs of three (around $ 600 per inhabitant) of Dogecoin to customers who want to pay with Bitcoin, Ethereum, Litecoin, or even meme origins.
“Innovation has always been a key element in our family’s commitment to the wine industry. This is just the next step in bringing our 100 percent female-owned and operated company to a global audience while diversifying beyond the US dollar, “said Giovanna Mondavi, co-owner and brand ambassador, in one Explanation.
To support the implementation of the new technology, Alycia Mondavi consulted with one of the longtime collectors and friends of the family, Jon Geenty, who also happens to be a data scientist (read: crypto pro) at Coin Metrics. With his expertise, the sisters were able to turn digital currency into another payment method for their coveted varieties.
“What originally started as a family conversation with food and wine quickly turned into offering wine for crypto,” added Alycia Mondavi, CEO and co-owner of the Mondavi Sisters’ Collection. “After recognizing the regulatory and technological challenges, we are very excited to be a leader in such a competitive industry.”
Your train, Napa.
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