Don't miss ADWEEK House at Cannes, June 16-19. Join us as we celebrate our 45th anniversary and explore the industry's now and next. RSVP.
Isabelle Simi was a pioneer in the American wine industry, taking over her family’s Northern California company in 1904—before women could legally vote—and keeping it alive through Prohibition by selling sacramental wine to churches.
And in the 1930s, as soon as booze could flow freely again, Simi became an early experiential marketer, opening one of the area’s first wine-tasting rooms along the newly built Highway 101. (She made her eye-catching roadside attraction from a 25,000-gallon wine cask and installed a pay phone, a novelty at the time, as a value-add for travelers).
Simi’s
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in