Victor W. Geraci, PhD
Food and Wine Historian
University of California, Berkeley - Regional Oral History Office
The Bancroft Library Berkeley, CA 94720
(510) 643-4786 Fax: (510) 643-2074

Course Description

Course: American Studies 110 Section 2: Special Topics in American Studies #02039
Instructor: Victor W. Geraci, PhD
Title: "Voices from the Vineyard:" A Look at the California Wine Industry
Times: Tuesday/Thursday 2:00 - 3:30 pm
Description:
By utilizing the UC Berkeley Regional Oral History Office's extensive collection of oral history interviews with leaders of the California wine industry, students will study an agricultural industry by reading and listening to its "voices from the vineyard." Lectures and readings will focus on the religious, economic, political, and social ideologies that frame the context for the present day California wine industry. At the same time students will be introduced to the theory and practice of oral history as they read and reflect on various selections from the oral history collection. The course will highlight specific issues dealing with prohibition, sustainable agriculture, global economies, government policies, and university support. It will also encourage the identification of the cultural, religious, and social lures of wine. Students will complete a midterm, final, and oral history research project.
Course objectives:
· Provide students with an overview of the history of California and agricultural history 1769-present.
· Allow students to explore the major common themes in agricultural history.
· Expose students to the field of oral history through the ROHO Wine Spectator Wine Series.
· Provide students with the opportunity to study and practice oral history techniques and professional standards with actual field experiences.
· Supply ample opportunities to utilize historical research skills in actual primary source materials.
Course Expectations:
· Attend weekly classes and complete readings pertinent to the subject.
· Successfully complete one oral interview with a wine industry person --- approved by the instructor. This includes all pre/post-required record keeping and research.
· Successfully complete the full transcription of the interview utilizing prescribed oral history standards.
· One midterm and final based upon assigned materials.
· A course project, topic approved by instructor, based upon oral history, on an aspect of the California wine industry.
Required Textbooks:
Geraci, Victor W. Salud: The Rise of Santa Barbara's Wine Industry (Reno, Nevada: University of Nevada Press, 2004). ISBN 0-87417-543-7.

Lapsley, James T. Bottled Poetry: Napa Winemaking From Prohibition to the Modern Era (Berkeley: University of California Press, 1996). ISBN0-520-20272-4.

Lukacs, Paul. American Vintage: The Rise of American Wine (New York: Houghton Mifflin Company, 2000). ISBN0-395-914-78-7.

Ritchie, Donald A. Doing Oral History: A Practical Guide Advice. 2nd Edition (Oxford University Press, 2003), ISBN 0195154347.

Required Articles:
Moran, Warren. "The Wine Appellation as Territory in France and California." Annals of
the Association of American Geographers 83 (December 1993): 694-717. JSTOR

Peters, Gary L. "Trends in California Viticulture." Geographical Review 74 (October
1984): 455-467. JSTOR

Ryant, Carl. "Oral History and Business History." The Journal of American History 75
(September 1988): 560-566. JSTOR

Addition Resources for completion of class project:
Barron, Cheryll Aimee. Dreamers of the Valley of Plenty: A Portrait of the Napa Valley.
New York: Scribner, 1995.

Conaway, James. Napa. Boston: Houghton Mifflin, 1990.

Conaway, James. The Far Side of Eden: New Money, Old Land, and the Battle for Napa
Valley. New York: Houghton Mifflin Company, 2002.

Fuller, Robert C. Religion and Wine: A Cultural History of Wine Drinking in the United
States. Knoxville: University of Tennessee Press, 1996.

Gallo, Ernest, and Julio Gallo, with Bruce Henderson. Ernest and Julio Gallo: Our Story.
New York: Random House, 1994.

Kolpan, Steven. A Sense of Place: An Intimate Portrait of the Niebaum-Copola Winery
and the Napa Valley. New York: Routledge, 1999.

Kramer, Matt. Making Sense of California Wine. New York: William Morrow and Company, 1992.

McGinty, Brian. Strong Wine: The Life and Legend of Agoston Haraszthy. Stanford,
Calif.: Stanford University Press, 1998.

Mondavi, Robert, with Paul Chutkow. Harvests of Joy: My Passion for Excellence. New
York: Harcourt Brace, 1998.

Phillips, Rod. A Short History of Wine. New York: Harper Collins, 2000.

Pinney, Thomas. A History of Wine in America: From the Beginnings to Prohibition. Los
Angeles: University of California Press, 1989.

Sullivan, Charles L. A Companion to California Wine: An Encyclopedia of Wine and
Winemaking from the Mission Period to the Present. Berkeley: University of California Press, 1998.

Sullivan, Charles L. Napa Wine: A History from Mission Days to Present. San Francisco:
Wine Appreciation Guild, 1994.
Unwin, Tim. Wine and the Vine: An Historical Geography of Viticulture and the Wine
Trade. New York: Routledge, 1991.

Online resources:
http://www.winespectator.com Wine Spectator Magazine
http://www.sonomalibrary.org/wine.html Sonoma County Wine Library
http://www.napavintners.com/ Napa Valley Vintner's Association
http://www.wineinstitute.org/ The Wine Institute
http://www.winebusiness.com/ Wine Business Online
http://www.sfgate.com/chronicle/ San Francisco Chronicle

ROHO Oral Interviews:
Adams, Leon D. Revitalizing the California Wine Industry, 1974.
Adams, Leon D.,
California Wine Industry Affairs: Recollections and Opinions, 1990.
Amerine, Maynard A,
The University of California and the State's Wine Industry, 1971.
Amerine, Maynard A.,
Wine Bibliographies and Taste Perception Studies, 1988.
Arrowood, Richard L.,
Sonoma County Winemaking: Chateau St. Jean and Arrowood Vineyards & Winery, 1996.
Beckstoffer, W. Andrew,
Premium California Vineyardist, Entrepreneur, 1960s to 2000s. This oral history is also available online.
Bonetti, William,
A Life of Winemaking at Wineries of Gallo, Schenley, Charles Krug, Chateau Souverain, and Sonoma-Cutrer, 1998. This oral history is also available online.
Brounstein, Albert,
Diamond Creek Vineyards: The Significance of Terroior in the Vineyard, 2000.
Bruce, David ,
The David Bruce Winery: Experimentation, Dedication, and Success, 1999. This oral history is also available online.
Cella, John B.,
The Cella Family in the California Wine Industry, 1986, 75 pp., $45
Crawford, Charles,
Recollections of a Career with the Gallo Winery and the Development of the California Wine Industry, 1942-1989, 1990.
Critchfield, Burke H., Wente, Carl F., and Fredricks, Andrew G., The California Wine Industry During the Depression, 1972.
Davies, Jack, and Jamie Peterman,
Rebuilding Schramsberg: The Creation of a California Champagne House, 1990.
Draper, Paul,
History and Philosophy of Winemaking at Ridge Vineyards: 1970s-1990s, 1994.
Duckhorn, Daniel J. and Margaret S.,
Mostly Merlot: The History of Duckhorn Vineyards, 1996.

Ficklin, David, Jean, Peter, and Steve, Making California Port Wine: Ficklin Vineyards from 1948 to 1992, 1992.
Forman, Richard W.,
Launching Bordeaux-style wines in the Napa Valley, 2000. This oral history is also available online.
Foppiano, Louis J.,
A Century of Agriculture and Winemaking in Sonoma County, 1896-1996, 1996.
Gomberg, Louis B.,
Analytical Perspectives on the California Wine Industry, 1935-1990, 1990.
Grgich, Miljenko,
A Croatian-American Winemaker in the Napa Valley, 1992.
Heitz, Joseph E.,
Creating a Winery in the Napa Valley, 1986.
Hill, William H.,
Vineyard Development and the William Hill Winery, 1970s-1990s, 1998.
Huneeus, Agustin,
A World View of the Wine Industry, 1996.
Kasimatis, Amandus N.,
A Career in California Viticulture, 1988.
Katz, Morris,
Paul Masson Winery Operations and Management, 1944-1988, 1990.
Knowles, Legh F., Jr.,
Beaulieu Vineyards from Family to Corporate Ownership, 1990.
Long, Zelma R.,
The Past is the Beginning of the Future: Simi Winery in its Second Century, 1992.
Maher, Richard,
California Winery Management and Marketing, 1992.
Martini, Louis M. and Martini, Louis P.,
Wine Making in the Napa Valley, 1973.
Martini, Louis P.,
A Family Winery and the California Wine Industry, 1984.
McCrea, Eleanor,
Stony Hill Vineyards: The Creation of a Napa Valley Estate Winery, 1990.
Meyer, Justin ,
Justin Meyer and Silver Oak Cellar: Focus on Cabernet Sauvignon, 2000. This oral history is also available online.
Mirassou, Norbert C. and Edmund A.,
The Evolution of a Santa Clara Valley Winery, 1986.
Mondavi, Peter,
Advances in Technology and Production at Charles Krug Winery, 1946-1988, 1990.
Mondavi, Robert,
Creativity in the Wine Industry, 1985.
Moone, Michael,
Management and Marketing at Beringer Vineyards and Wine World, Inc. 1990.
Parducci, John A.,
Six Decades of Making Wine in Mendocino County, California, 1992.
Petri, Louis A.,
The Petri Family in the Wine Industry, 1971.
Peyser, Jefferson E.,
The Law and the California Wine Industry, 1974.
Phelps, Joseph,
Joseph Phelps Vineyards: Classic Wines and Rhone Varietals, 1996.
Rossi, Edmund A.,
Italian Swiss Colony and the Wine Industry, 1971, 103 pp., $53
Rossi, Edmund A., Jr.,
Italian Swiss Colony, 1949-1989: Recollections of a Third-Generation California Winemaker, 1990.
Stare, David S.,
Fumé Blanc and Meritage Wines in Sonoma County: Dry Creek Vineyard's Pioneer Winemaking, 1996.
Strong, Rodney S.,
Rodney Strong Vineyards: Creative Winemaking and Winery Management in Sonoma County, 1994.
Tchelistcheff, Andre,
Grapes, Wine, and Ecology, 1983.
Timothy, Brother,
The Christian Brothers as Wine Makers, 1974.
Trefethen, Janet and John,
Trefethen Vineyards, 1968-1998.
Trinchero, Louis (Bob),
California Zinfandels, a Success Story, 1992.
Wagner, Charles F. and Wagner, Charles J.,
Caymus Vineyards: A Father-Son Team Producing Distinctive Wines, 1994.
Wente, Ernest A.,
Wine Making in the Livermore Valley, 1971.
Wente, Jean, Carolyn, Philip and Eric, The Wente Family and the California Wine Industry, 1992.
Winiarski, Warren,
Creating Classic Wines in the Napa Valley, 1994.
Woods, Frank M.,
Founding Clos du Bois Winery: A Marketing Approach, 1998.
Wright, John H.,
Domaine Chandon: The First French-owned California Sparkling Wine Cellar , includes an interview with Edmond Maudière, 1992.

Oral History Resources:
http://bancroft.berkeley.edu/ROHO
Bibliography, Interviewing Tips, and the One Minute Guide
http://omega.dickinson.edu/organizations/oha/
Oral History Evaluation Guidelines

http://www.library.ucla.edu/libraries/special/ohp/ohpindex.htm
Planning and Conducting an Oral History Interview


Date Class: Lectures, Readings, Discussions
Tuesday

August
31
Course Introduction: Historic Culture of Wine and the Uses of Oral History in the California Wine Industry… Syllabus, Course description, project explanation, course themes
Lecture: "Vintibusiness: The History of the California Wine Industry 1769 to The Present."
Thursday

September
2 Lecture: Practice and Theory of Oral History
Readings: Ryant, "Oral History and Business History, " Ritchie, Doing Oral History (Chapters 1 and 2 and Appendix 1--- pages 11-79 and 252-255).
Tuesday

September
7
Lecture: Doing Oral History
Readings: Ritchie, Doing Oral History (Chapters 2,3, and 5 --- pages 47-83; 84-109);

Thursday

September
9
Seminar: Identifying the characteristics of good oral histories
Readings: ROHO online Oral History Beckstoffer, W. Andrew, Premium California Vineyardist, Entrepreneur, 1960s to 2000s. http://bancroft.berkeley.edu/ROHO.
Tuesday

September 14
Seminar: Identifying the characteristics of good oral histories
Readings: Each student will be assigned a different interview from the ROHO wine series list to read. Come prepared with reading notes that evaluate your interview, spell out what your feel are key concepts, and generate a list of your own questions.

Thursday

September 16
Seminar: Writing with Oral History
Readings: Ritchie, Doing Oral History (Chapter 4 pages 110-133); Geraci, "Fermenting a Twenty-first Century California Wine Industry" see instructor for shared copies.
Introduce Final Project Expectations--- and selection of interview subjects.
Tuesday

September 21 Seminar: Why did it take America so long to develop a successful wine culture and industry?
Readings: Lukacs, American Vintage, Chapters 1 and 2pages 1-89.
Thursday

September
23 Seminar: What problems did American wineries face in the later half of the twentieth century and how did they overcome these problems?
Readings: Chapters 3, 4, and 5 pages 90 - 208.

Tuesday

September 28
Lecture: Why did America rise so quickly to international fame and what are the present trends for the wine industry?
Readings: Lukacs, American Vintage, Chapters 6, 7, 8, and 9 pages 209 - 350.
Thursday

September 30 Seminar: As America emerged from Prohibition and the Great Depression what problems did the wine industry face and how did they resolve them?
Readings: Lapsley, Bottled Poetry, Chapters 1, 2, 3, and 4 pages 1-97.
Tuesday

October
5 Seminar: How did Napa overcome the tribulations of World War II to emerge as a world renown wine producer? Beyond the 1960s in Napa; The Far Side of Eden
Readings: Lapsley, Bottled Poetry, Chapters 5 - 11 pages 98 - 210.
Midterm Exam Assigned: Takehome essay exam covering the interviews read, and the Lukacs and Lapsley books… Due Tuesday October 12 at the beginning of class.

Thursday

October
7 No Class --- work on midterm outside of class!

Tuesday

October
12 Seminar: Discussion of questions for our interview subjects. Come to class with at least twenty questions that you propose!
Midterm Exam DUE!!! At the beginning of the class…
Thursday

October
14 Lecture: Salud! The Rise of Santa Barbara's Wine Industry
Seminar: Continue discussion of questions for our interview subjects. Come to class with your revised interview prospectus.

Tuesday

October
19 Seminar: Define the Rise and Fall of the First and Second American Wine Cultures?
Readings: Geraci, Salud, Chapters 1, 2, and 3 pages 1-61.
Thursday

October
21
Seminar: What role do regional wine industries, specifically Santa Barbara, play in the rise of the Bay Area dominance of the wine industry?
Readings: Geraci, Salud, Chapters 4, 5, 6, and 7, pages 62 - 130.
Tuesday

October
26 Seminar: A Backward Look Forward and is Wine Here to Stay?
Readings: Geraci, Salud, Chapters 8,9, and Epilogue pages 131 -178.
Thursday

October
28 Seminar: Instructor Presentation of the John De Luca Interview with class discussion and instructions on how to evaluate, analyze, and use oral interviews.
Tuesday

November
2
Seminar: Student Presentations of ROHO wine interviews read with class discussion of content and evaluation of interview techniques.
Individual Interviews in Progress
Thursday
November
4 Seminar: Student Presentations of ROHO wine interviews read with class discussion of content and evaluation of interview techniques.
Individual Interviews in Progress
Tuesday

November
9 Seminar: Student Presentations of ROHO wine interviews read with class discussion of content and evaluation of interview techniques.
Individual Interviews in Progress
Thursday
November 11 Veteran's Holiday
Tuesday

November
16 Seminar: Student Presentations of ROHO wine interviews read with class discussion of content and evaluation of interview techniques.
Individual Interviews in Progress
Thursday

November 18 Seminar: Student Presentations of ROHO wine interviews read with class discussion of content and evaluation of interview techniques.
Individual Interviews in Progress
Tuesday

November
23 Seminar: Student Presentations of ROHO wine interviews read with class discussion of content and evaluation of interview techniques.
Individual Interviews in Progress
Thursday
November
25 Thanksgiving Holiday
Tuesday

November
30 Seminar: Discussion of Projects in Progress.
Field Trip --- TBA
Thursday
December
2 Seminar: Discussion of Projects in Progress.
Reading: Moran, Warren. "The Wine Appellation as Territory in France and California." Annals of the Association of American Geographers 83 (December 1993): 694-717. JSTOR
Tuesday

December
7 Seminar: Discussion of Projects in Progress.
Reading: Peters, Gary L. "Trends in California Viticulture." Geographical Review 74 (October 1984): 455-467. JSTOR

Thursday
December
9 Seminar: Discussion of Projects in Progress.
FieldTrip --- TBA

FINAL EXAM
Final Project Due

 

Copyright © 2005 The Regents of the University of California. All Rights Reserved
Comments & Suggestions | Last Updated: 08/01/05 | Server manager: Contact