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May 15, 2007

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.