Imagine a baseball stadium where the crack of the bat is paired with the pop of a cork. Sounds unconventional, right? But that's exactly what the San Francisco Giants have been cultivating for decades, thanks to their groundbreaking partnership with master sommelier Evan Goldstein. This unique collaboration has transformed the fan experience, blending the thrill of the game with the sophistication of wine culture, and it all started with a shared love for the Giants and a passion for wine.
Goldstein, a San Francisco native, grew up cheering for the Giants at Candlestick Park, reminiscing about the days when fans received real baseball bats as giveaways. Little did he know, his future would intertwine with the team in a way that would redefine the sports and wine industries. His journey into the world of wine began early, long before he could legally purchase it in the U.S. After honing his skills at high-end restaurants in Paris and Napa Valley, he returned to San Francisco in 1984 to open a restaurant with his mother, the renowned Joyce Goldstein, a two-time James Beard Foundation Award winner.
At just 26, Goldstein became the eighth American to pass the prestigious master sommelier examination, the youngest at the time. This achievement set the stage for his future endeavors, including a pivotal partnership with Mario Alioto, the Giants' vice president of marketing. Together, they introduced the first-ever pregame wine tasting event at the ballpark in 1997, a move that foreshadowed the team's evolving wine culture. But here's where it gets controversial: can wine truly find its place in the heart of America's pastime, or is it just a niche indulgence for the elite?
When the Giants moved to Pacific Bell Park (now Oracle Park) in 2000, their wine culture moved with them. Goldstein continued to collaborate with Alioto on various events, from in-stadium tastings to sponsors' dinners. However, it wasn’t until a conversation with Jason Pearl, the team’s chief revenue officer, in the spring of 2022 that the partnership truly deepened. That discussion led to a historic moment in September 2022: the Giants became the first and only sports team in the world to formally partner with a master sommelier.
Goldstein’s role extends far beyond pouring wine. He leverages his extensive network to connect the Giants with new wine brands and creates innovative fan engagement opportunities. Working alongside the team and Aramark, their food and beverage operator, Goldstein strategizes wine and food pairings for events at Oracle Park, spring training in Scottsdale, and other team initiatives. And this is the part most people miss: it’s not just about the wine; it’s about creating an experience that elevates the entire game day.
One of the most exciting outcomes of this partnership is the Giants’ unique wine club, curated by Goldstein in collaboration with the Sonoma County Winegrowers. For $555 to $1,530 annually, members receive up to 18 Sonoma County wines across three shipments, paired with Goldstein’s expert food recommendations. But what sets this club apart? Members get exclusive baseball-related perks, like the chance to shag balls on the field—a far cry from the typical wine club experience. As Goldstein gleefully notes, “It’s not just about the wine; it’s about the memories we create.”
Oracle Park now boasts an impressive array of wine options, from Napa Valley’s Caymus Vineyards sponsoring wine bars to House of Far Niente becoming the title sponsor of the Vintage ’58 Wine Bar. Wine carts and on-tap locations further enhance the fan experience, making wine accessible to all. But is this democratization of wine in a sports setting a game-changer, or does it risk diluting the exclusivity that makes wine special?
Goldstein’s passion extends to collaborating with players and executives who share his love for wine. He fondly recalls Tom Seaver, the late Hall of Famer and MLB’s first “wine guy,” who opened his vineyard in 1997. Goldstein has also worked with Red Stitch Wine Group, co-owned by former Giants Rich Aurilia and Dave Roberts, and Baker Family Wines, founded by former Giants manager Dusty Baker.
Despite being in the heart of wine country, Goldstein acknowledges the challenges the industry faces, from competition with other alcohol categories to the self-imposed elitism that has alienated many potential wine lovers. “If I can get someone to pair a pinot noir with their hot dog instead of an IPA, I’ve done my job,” he says. This inclusive approach is at the heart of his mission to make wine more approachable.
So, how would a master sommelier pair wine with classic ballpark fare? Goldstein’s suggestions are as creative as they are delicious. For Cracker Jack, he recommends a bubbly and sweet wine or a fortified option like tawny port to complement the caramel and nutty flavors. Boiled peanuts? A bright, unoaked white wine like fino sherry or pinot grigio cuts through the richness. And for a spicy Louisiana Hot Link, a Beaujolais or off-dry Riesling is the perfect match.
Whether celebrating a no-hitter with the finest bubbly or drowning your sorrows in a bold Barolo after a tough loss, Goldstein’s pairings add a layer of sophistication to every moment. But here’s the question: does this fusion of sports and wine enhance the fan experience, or does it distract from the simplicity of the game? We’d love to hear your thoughts in the comments below.
