Author: Gail Unzelman

Santa Clara County is one of the original counties of California formed at the time of statehood in 1850. Located at the southern end of San Francisco Bay, stretching west to the Santa Cruz Mountains and easterly past San Jose to Alameda County, its southern boundary is near Gilroy — almost 840,000 acres perfect for wine growing. Between 1856 and 1887 the county’s grape acreage grew from 220 acres to nearly ten thousand. The early settlers bought land and created a modern eden of orchards, nurseries, ranches and vineyards in all sections of the fertile valley. By the mid-1880s the Santa Clara Valley was one of the leaders in the state’s production of high-quality table wines. Several revered wine figures were instrumental in the industry’s founding — Delmas, Lefranc, Masson, Stanford, Mirassou, Pellier. Yet the earliest vineyard keepers in this magnificent land were the padres at Mission Santa Clara de Asis founded January 1777, number eight in the Franciscan chain of twenty-one Alta California Missions.

My long search for the story of this treasured postcard has remained elusive and inconclusive. Sadly, the sender of this very rare and unusual wine exhibit postcard did not comment on the beautiful, elaborately decorated scene: a Chinese gentleman tending a well-set table display of Cresta Blanca wines in San Francisco’s prestigious Fairmont Hotel. My research noted several California wine promotion “exhibits” held at different City venues during the years 1910 to 1913 reported in the PW&SR, but no Cresta Blanca at the Fairmont. With the postcard being stamped with the “1915 P.P.I.E.” advertising cancel, it suggests the eye-catching exhibit was installed in the Fairmont Hotel as a pre-Exposition promotion, to perhaps even remain for the duration of the Fair? Here are my thoughts.

Andre Tchelistcheff considered Louis M. Martini — along with Herman Wente of Livermore Valley fame, and Laurence Marshall, pioneer in bringing winegrowing to Lodi — one of the three “apostles of the modern California wine industry.” Martini was a founder of the Wine Institute in 1934, who ten years later spearheaded the Napa Valley Vintners Assn. to be hailed as “the grand old man of Napa Valley wines.” His was the first winery to install mechanical refrigeration for white wine fermentation, introduce vintage labeling and emphasize varietal winemaking. The Martini brand and its full-line palette of wines equated with excellent value, and Louis Martini Winery became one of the most famous and beloved wineries in Napa Valley.