In the world of open-wheel racing, there’s a name that resonates with both speed enthusiasts and wine connoisseurs: Danica Patrick. This trailblazing personality has etched her name in the annals of motorsports history, with a career that spanned NASCAR and IndyCar. While she retired from the racing track in 2018, Danica Patrick remains a prominent figure in the community, albeit sometimes for controversial reasons. Nevertheless, her dedicated fanbase continues to stand by her.

But Danica Patrick isn’t just resting on her laurels. She’s added another feather to her cap as the proud proprietor of Somnium Wine. This journey into winemaking began during a visit to the picturesque Napa Valley, where the vineyards seemed to sing her name. Fast forward nearly 17 years, and she’s now a distinguished owner of a thriving winery. What’s making headlines, though, isn’t just her winery’s success but her innovative marketing strategy for her newest launch. Amidst this strategy lies Danica Patrick’s biggest downfall as an entrepreneur.

From the Cabernet Sauvignon debut to the unconventional Cab Franc campaign in 2023

In 2017, Patrick embarked on a new adventure, introducing Somnium Wine to the world with her inaugural product, a Cabernet Sauvignon. This venture was a natural progression for Danica Patrick, driven by her deep passion for red wine. She shared her reasoning, saying, “I love red wine. And cabernet is definitely my favorite. We started with our rosé in 2017. It’s just fantastic. It turns out good red wine makes good rosé.”

Fast forward to 2023, and Danica Patrick has unveiled the latest addition to her winery’s portfolio: “The 2021 vintage of Cabernet Franc,” a rich black grape variety. However, what caught the attention of her fans and followers wasn’t just the wine itself, but Patrick’s candid and somewhat unconventional approach to promotion.

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Taking to her Instagram story, Patrick playfully bemoaned her promotional tactics, admitting, “I am horrible at promoting my companies. I hate pushing shit on people. But if you don’t buy our new 2021 estate cab franc, I will drink it ALL! So, you’re actually helping me and my health and calorie consumption.”

Danica Patrick’s Vinous Odyssey: Transforming barren land into Napa’s Enchanting Somnium wine

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Back in 2019, when Somnium Wine was taking its first steps, Danica Patrick sat down for an interview with Forbes, offering insight into her deep passion for winemaking and the remarkable transformation of barren land into a thriving vineyard.

When asked about the state of the property she purchased, Patrick candidly revealed, “It was just dirt and rock.” She went on to describe her journey, explaining, “I started planting in 2011. I got two of the six blocks planted then, and then most of the rest of them were finished in 2012. We did make a small amount of wine–about 50 cases–in 2013, but we didn’t sell it. We didn’t start selling until the ’14 vintage.”

Furthermore, when asked what she was most excited to express through her wine, her response conveyed not only her passion but also the essence of her winemaking journey, as she explained, “This was a labor of love, for sure.” She spoke about the profound romance she found in the delicate process of winemaking, a journey that many people might not fully grasp until they experience it firsthand. She continued, “I just want people to fall in love with the valley like I did. And to have people be present.”

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Danica Patrick’s words resonated with the ethereal and dreamlike quality of Napa Valley as she expressed her desire for her wine to serve as a reminder in our distracted world. She saw wine as a vehicle for bringing people together, a chance to escape the noise of modern life and truly savor the moment.