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Why is Patagonia now selling wine?

Patagonia Provisions this week unveiled a collection of wines, ciders, and sake, bolstering its existing lineup of food and beer.


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Patagonia provides much of the apparel and gear needed to explore the backcountry, and now the company is giving adventurers—the adult ones, anyway—another beverage option for their après festivities.

The company’s food division, Patagonia Provisions, this week unveiled a collection of wines, ciders, and sake. The launch comes as the Ventura, Calif.-based brand works to ramp up its food and beer business alongside its more traditional revenue streams.

On its website, Patagonia anticipated the question that readers are likely asking right now: Why in the world is an outdoor brand making and selling booze? The company explained its reasoning on the page announcing the new products’ launch.

“It starts with the idea of connection to place,” the company wrote. “Nothing captures the natural setting of a given location—the soil, weather, flora, and fauna—like hand-crafted, thoughtfully produced wine, cider, and sake. The French call it terroir, but we just think of it as the taste, aroma, and beyond that, the spirit of some of the best places on earth.”

And Patagonia believes these products can transport the imbiber to said places. The brand touts its beverages as being “made in collaboration with some of our favorite growers and artisans.”

“When you pull a cork or crack open a can from our collection, we believe it allows you to travel to the authentic, natural source of the liquid inside,” the company said.

Read more: Patagonia and Anheuser-Busch settle trademark dispute over “Patagonia Cerveza”

Patagonia said that with this collection it wants to “showcase the incredible talents and commitment of a select and diverse group of artisans.”

That includes the “24th-generation sake brewer in Japan using local rice grown without pesticides and spring water that rises up from beneath a centuries-old shrine.” It means tasting “wines grown on the flanks of a Sicilian volcano, in the granite soils of an abandoned Catskills dairy farm, and ciders from the foothills of the Andes and the rolling hills of New Zealand’s South Island.”

“With each [product],” the brand said, “there is delicious, unexpected flavor and a tangible connection to the place and person who made it.”

The collection includes eight wines that are available for purchase now, with the sake and cider listed as “coming soon.” The company ships wine, cider, and sake to consumers who are 21 or older in Alaska, California, Connecticut, Florida, Louisiana, (wine and cider only), North Dakota, Nebraska, New Hampshire, New Mexico, Oregon, Virginia, Washington, D.C., West Virginia, and Wyoming.