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Robert Mondavi Unveils New Luxury Collection Paired With NFTs

December 3, 2021

Constellation Brands’ Robert Mondavi Winery has teamed up with French porcelain designer Bernardaud to create a new collection of exclusive wines. The MCMLXVI collection is made up of 1,966 1.5-liter porcelain bottles containing unique Cabernet Sauvignon-based blends made by Mondavi’s technical council (Geneviève Janssens, Andy Erickson, and Thomas Rivers Brown), and sourced from the 2019 vintage from Napa’s To Kalon vineyard.

The wines, sold as NFTs (or digital tokens) developed by Gary Vaynerchuk’s VaynerNFT, will sell for $3,500 per NFT/bottle beginning on December 15 at nft.robertmondaviwinery.com and can be shipped to buyers or picked up from the winery. Each NFT is a piece of “generative artwork” inspired by the wine bottles and wine blends themselves, incorporating details like tasting notes, mouthfeel, aroma, color, and body into each NFT to create a unique digital work of art, according to the company. The NFT also acts as a “key” that unlocks redemption of the physical wine bottles for shipping from 9/30/22 through 12/31/22.

Robert Mondavi isn’t the only drinks brand entering the NFT sector. Dalmore single malt Scotch is offering a limited edition NFT with a set of The Dalmore Decades No.4 Collection ($137,700) in partnership with BlockBar, while New Zealand’s Invivo Wines is launching a series of NFTs relating to the Graham Norton and Invivo X, Sarah Jessica Parker brands, among others.—Shane English

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