Football-Great Joe Montana Trades On Name For Entry Into Wine
Business
Over the years we’ve reported on
the many ways the rich and famous have used barter to substantially
increase their wealth. Showing how they traded what they had—fame—to
obtain what they wanted.
This story’s about former NFL
quarterback Joe Montana, who entered the wine business without
investing in a vineyard, winery or a distributorship.
In 2000, Montana collaborated
with Beringer wines to create a small batch of Cabernet Sauvignon
for a charity wine auction. The winery did the blending and oversaw
production, and while Montana was involved in tastings his main
contribution was in name recognition and promotion.
The name of the wine that was produced is Montagia, which is now
available for retail purchase. The wine garnered positive reviews,
and the case of Montagia brought $210,000 for the fund-raising
auction.Over the years we’ve reported on
the many ways the rich and famous have used barter to substantially
increase their wealth. Showing how they traded what they had—fame—to
obtain what they wanted.
This story’s about former NFL
quarterback Joe Montana, who entered the wine business without
investing in a vineyard, winery or a distributorship.
In 2000, Montana collaborated
with Beringer wines to create a small batch of Cabernet Sauvignon
for a charity wine auction. The winery did the blending and oversaw
production, and while Montana was involved in tastings his main
contribution was in name recognition and promotion.
The name of the wine that was produced is Montagia, which is now
available for retail purchase. The wine garnered positive reviews,
and the case of Montagia brought $210,000 for the fund-raising
auction.
