One of California Wine Country’s most popular Pre-Prohibition promotional postcard images ever used was actually, a fakery. Almost fifty years ago, when my collecting of California wine postcards began, one of the first cards I found was a hand-colored California generic featuring the image of an unidentified mustachioed vineyard master harvesting giant clusters of grapes from a single vine.

From early on, California wineries have welcomed visitors to come and sample their wines, tour the cellars, and learn about wine, its culture, and how it is made. And perhaps buy a jug or a bottle or two to take home. Postcards showing an interior view of a winery cellar or tasting room are more rare and we acknowledge them for recording this chapter of wine country history. On our tour we will visit several historic winery tasting rooms — variously called the sample room, tasting hall, tasting bar, visitor center, reception room, or tasting lounge.

Ambitious, and determined from an early age to establish a career in the California wine trade, young Hanoverian Theodore Gier (1860-1931) sailed in 1881 from his native Germany to America. Two years later he was settled in Oakland, across the Bay from San Francisco, to become one of the most successful, and powerful, wine men in pre-Prohibition California. Gier, “of slight frame and of uncommon nervous tension” was a public-spirited and progressive citizen, a recognized business leader whose ownership interests included a bar and saloon, bank founder, real estate developer, resort owner, and city philanthropist. His huge Oakland-based wine and liquor operations, wholesale & retail, counted five locations in Oakland, along with numerous vineyards and wineries in Napa County and the Livermore Valley. In 1910 Gier incorporated as the Theodore Gier Vineyard & Wine Co., with a capitalization of two million dollars. In a few years, the company had annual sales of just over three hundred thousand gallons of wine.

The Suscol Hills to the east of Napa Valley constitute a natural boundary between Napa and Solano County. About five miles south of the city of Napa, Jameson Canyon forms a break in the hills and leads into the lower end of Solano County’s Green Valley, so named by early settlers for the abundance of a wild grass that remained green throughout the dry summers.

Directly in the middle of the vast Central Valley is the San Joaquin Valley, a viticultural wonderland for growing and the production of raisins, or dried grapes. Today, on almost 100,000 acres in an area within a 60-mile radius of Fresno, raisin growers produce 100% of the U.S. raisins. Our postcard story is set here in Fresno — a major city and economic hub in the San Joaquin Valley, the largest city in the greater Central Valley, and “The Raisin Capital of the World.” Many of the following accounts of our postcard storytellers are borrowed from the 1891 published jewel, California Homes & Industries. Fresno Illustrated.

Arriving in California in 1852 from his home state of New York, Leland Stanford (1824–1893) was an attorney, storekeeper, Justice of the Peace, organizer of the Sacramento Library Association, industrialist, and philanthropist.
He established a major University, was a Republican Party politician, 8th Governor of California, one of the “Big Four” who built the transcontinental railroad, and U. S. Senator from 1885 until his death in 1893. He also founded three California wineries.

Since the 1850s, a myriad of irrigation canals, or ditches to the farmers, have been vital to agrarian pursuits in the many thousands of acres of diverse agricultural richness of California’s Great Central Valley — whether cotton fields, olive orchards, fruit trees, grains & rice, or vineyards.

Welcome to our first Wine Country Story of the New Year where we visit one of the most exciting promotional campaigns in the history of the California wine industry. It is called National Wine Week, and beautiful artistic Poster Stamps are the stars of the story.

Life’s trials do make us grieve and pine, Yet one transcends the rule —
When honest drinkers test honest wine In cellars deep and cool.
When from the spout it runs like gold Our pulses leap and rise.
We praise the vintage pure and old And crown it with a prize.