The San Francisco Giants' partnership with master sommelier Evan Goldstein is a perfect match, like a fine wine, that has aged gracefully over the years. This collaboration has opened up a bouquet of opportunities for the team and its fans.
Goldstein's journey began in the vibrant atmosphere of San Francisco's Candlestick Park, where he grew up attending Giants games and experiencing the unique tradition of receiving a real bat on 'Bat Day'. His passion for wine started even before he was legally old enough to purchase it, as he worked in high-end restaurants in Paris and Napa Valley. In 1987, at just 26 years old, he became the youngest American to pass the prestigious master sommelier examination, joining an elite group of 279 active master sommeliers worldwide.
In 1997, Goldstein's wine expertise came full circle when he partnered with Mario Alioto, the Giants' vice president of marketing, to introduce a pregame wine tasting event at the ballpark. This collaboration set the stage for the Giants' wine culture to flourish. Despite not being involved in the ballpark's wine menu selections, Goldstein's influence grew as he continued to work with Alioto on various events, such as tastings and sponsors' dinners.
However, it was in the spring of 2022 that the partnership truly blossomed. Goldstein had a conversation with Jason Pearl, the team's chief revenue officer, about expanding their relationship. This led to the Giants becoming the only sports team globally to have a formal partnership with a master sommelier. Goldstein's extensive wine network and expertise in food pairings have opened doors for the team to collaborate with new brands and create unique fan experiences.
One notable example is the Giants' wine club, curated by Goldstein in partnership with the Sonoma County Winegrowers. Members can enjoy up to 18 Sonoma County wines, delivered in three shipments annually, along with Goldstein's expert food pairing suggestions. This club offers a unique twist, allowing members to experience wine-tasting on a baseball field, a combination that Goldstein finds exciting and rare.
The Giants' wine culture has expanded beyond the ballpark, with various wine-related events and sponsorships. Caymus Vineyards, a Napa Valley brand, has named two wine bars at Oracle Park, and they even sponsored a game-day giveaway event, handing out 40,000 Rafael Devers T-shirts. House of Far Niente, another Napa Valley brand, became the title sponsor of the Vintage '58 Wine Bar. Additionally, wine carts and on-tap wine options are available throughout the ballpark.
Goldstein's passion lies in collaborating with players and executives who share his interest in wine. He finds inspiration in Hall of Famer Tom Seaver, who opened his vineyard on Diamond Mountain in 1997, becoming the MLB's first 'wine guy'. Goldstein has also worked with Red Stitch Wine Group, owned by former Giants players Rich Aurilia and Dave Roberts, and Baker Family Wines, founded by former manager Dusty Baker.
Despite the wine industry's reputation, Goldstein acknowledges the competition from other alcohol categories and the need to shift perceptions. He believes that the industry has often been too exclusive, neglecting the many fans who love wine. His goal is to encourage people to consider wine pairings, such as pinot noir with hot dogs or sausage, instead of opting for IPAs. By doing so, he aims to make wine more accessible and enjoyable for all fans.
Evan Goldstein's partnership with the San Francisco Giants is a testament to the power of collaboration and the potential for wine to enhance the fan experience. His expertise and passion have elevated the team's wine culture, creating a unique and engaging experience for baseball enthusiasts.
