From Prohibition to International Recognition: Key Factors Driving the Development of California as a Premier Wine Region

Abstract

This thesis explores the transformation of California's wine industry from its struggles following Prohibition to becoming a leading global wine producer by 1976. Focusing on the period between 1933 and 1976, the study examines the critical factors that contributed to the industry's revival and success. Key elements identified include the recreation of market demand, significant technical innovations, and marketing strategies that aligned with consumer preferences. By integrating case studies of influential stakeholders with business strategy literature, particularly on the dynamics of clusters and ecosystems, the analysis demonstrates how California's wine industry emerged as a cohesive and competitive cluster. The findings highlight the broader applicability of these strategies, suggesting how similar approaches can be employed in other regions aiming for transformative growth, while highlighting the limits of replicability. This research underscores the synergy between strategic marketing, technological advancement, and cluster development in revitalizing industries on a global scale.