Since the 1970s, special dinners and social events have become an increasingly important way for winemakers to introduce their products to consumers. While the setting and tone of some wine events is formal and “high brow,” the new generation of Zinfandel producers that emerged in California created a different approach. Targeting new wine drinkers seeking new experiences, they combined unique, festive wine events and an edgy sense of humor to take the “stuffiness” out of wine.
This poster advertises the “7th Annual Zinfandel Festival,” held in San Francisco, California, on January 22-24, 1998. Sponsored by the association known as ZAP, Zinfandel Advocates and Producers, the event promised a light-hearted time with “good eats and zinfandel pairings;” “a blue jeans and black tie auction;” and the “world’s largest zinfandel tasting.” The poster’s imagery by artist Peter Nevins—a farm truck full of oversized grapes—suggests the informal, fun-loving perspective of ZAP and its members. ZAP continues to sponsor annual zinfandel festivals and seminars, featuring hundreds of wines and attracting thousands of participants.
