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Old Traditions, New Lifestyles: The Emergence of a Cal-Ital Landscape

Italian immigrants have long been associated with the development of northern California’s wine industry. Pioneering Italian-American grape growers and viticulturalists successfully adapted old-world winemaking traditions to new lands in many places in northern California. Historically, family-run wineries built their reputations on producing wines closely linked to Italian styles. The popularity of Mediterranean cuisines and cultures has revived interest in Italian grapes such as Sangiovese and Barbera and the production of wines from classic Italian varieties. Today’s northern California winescapes are dotted with Italian surnames that not only suggest traditional roots of pioneering viticulturalists, but also highlight the recent emergence of a new Cal-ltal landscape. Efforts to introduce consumers to Italian-style wines have led to the reinvention and cultural packaging of Italian ethnic landscape signatures and Italian immigrant heritage. My findings suggest that promotion of the Cal-Ital theme is shaping local and regional identity.