11. Wine Classification Sparkling k k Dessert > 14% alcohol Table < 14% alcohol Jug (Commodity) Luxury Ultra Premium Super Premium Popular Premium Mondavi’s Target Market $3 - $7 $7 - $14 $14 - $25 > $25
12. Grape to Wine to Consumer Process Flow Grape Procurement Grape Growing Aging Process Grape Crushing Grape Fermentation Bottling Process Packaging Process Marketing & Distribution
26. RMC History 1966-1980 Robert Mondavi Winery Founded 1970 1960 Woodbridge Winery acquisition Opus One JV established 1980 1966 1979 Robert Mondavi personal marketing efforts
27. RMC History 1980-1990 Vichon Winery Oakville, Napa Valley acquisition 1985 1980 1990 Byron Vineyard & Winery acquisition, Santa Maria Valley
28. RMC History 1990-1993 1990 1993 1991 1992 Natural Farming adopted Opus One Winery Opens RMC IPO