Abstract
The Robert MONDAVI Winery is an old institution which has a lot to develop in the wine industry in the United States, and also to develop a strong relationship between the United States of America and France. In order to be awarded for his work, Robert MONDAVI received in 2006 the 'Légion d'honneur' which is the highest French presidential honor and also received the 'Ellis Island Family Heritage Award' for contributing to the American experience. The company was created in 1966, and the first competitive positioning that the vineyard wanted was to produce 'wines that would rival the finest wines of Europe'. This positioning has been reinforced when the vineyard won the first price of the Historic Paris Tasting in 1976 for the 'Cabernet Sauvignon'. The values of the company are excellence, innovation and creative spirit. The company sells different kinds of wines, the first was a sort of Sauvignon Blanc called 'Fume Blanc'.
