20 Years of Vintage Wine & Pinup Glamour

De La Montanya's infamous PinUp Collection

The inspiration for the PinUp collection came to life in 2003 when Dennis sought to create a unique series of wines that captured the essence of iconic pin-up culture. This collection of images staged to mirror the 1940s and '50s represents a sense of empowerment, beauty, and timeless charm. It was his desire to blend these characteristics with the artistry of winemaking.

The first releases from the PinUp collection consist of the sultry and seductive 2002 “Caberet” and “Rouge”, and edition no.1 was made complete with the 2003 “Rosé” and “Platnum”. PinUp encapsulated luscious red blends, pinot noirs, bursting with ripe berries and spicy undertones, as well as Rosés and Viogniers, that completed the collection. They were an instant success, captivating wine lovers with their bold flavors and eye-catching label. Encouraged by this positive response, the De La Montanya family embarked on a mission to create a collection that would pay tribute to these captivating women of the past.

Over the years, the PinUp collection has expanded, offering a diverse range of Varietals and blends that showcase the unique characteristics of Sonoma County's terroir. From elegant Pinot Noirs to robust Cabernet Sauvignons, each wine in the collection tells its own story, both through its flavor profile and the stunning artwork adorning its label. The label became such an icon in the wine club that women members showed interest in featuring in the labels, and later on, posed for fun and playful portrayals of 40’s era pinup posters.

Each fall we pick the winners for the next series through a random drawing. We had so much fun with last year’s label contest that we decided to feature more of our wine club PinUp models by creating multiple label versions for the new Desire.
— De La Montanya, circa 2008
 

As the years passed, the PinUp collection continued to grow, enchanting wine enthusiasts with its exceptional quality and nostalgic charm. It became a symbol of De La Montanya Winery's commitment to excellence and innovation, showcasing their ability to create wines that capture the essence of a bygone era while appealing to modern palates.

Today, the PinUp collection stands as a testament to the legacy of De La Montanya Winery, offering a taste of history in every sip. Whether you're a long-time devotee who remembers the earliest releases or a curious newcomer discovering the collection for the first time, exploring the PinUp wines is like embarking on a journey through time. It's an invitation to experience the glamour, confidence, and timeless allure of the past—brought to life through modern winemaking and a whole lot of heart.

20th Year Edition

Today, the Pinup line stands strong, with the “Cabaret” blend continuing to be one of our most beloved and recognizable wines. Over the years, it’s become more than just a bottle—it’s a symbol of the playfulness, boldness, and individuality that defines De La Montanya. To mark the 20th anniversary of this iconic label, we brought things full circle: the original model who graced the very first Pinup Cabaret returned to reprise her pose. The result is a stunning side-by-side that captures not only the passage of time, but the beauty that comes with it. She, like the wine, has aged with grace, confidence, and character—standing as a living embodiment of everything the Pinup series has celebrated for two decades. It’s a tribute not just to the label, but to the legacy and the people behind it, who have made this wine what it is today.

As we raise a glass to 20 years of bold labels, vibrant personalities, and unforgettable pours, we celebrate the legacy the Pinup Cabaret has built—one rooted in creativity, character, and craftsmanship. Though this vintage marks the final chapter of the evolving label series, the spirit of the Pinup lives on. The wine may wear a consistent face from here on out, but its story, flavor, and flair remain just as daring as ever. Here's to the next chapter in the Pinup legacy—timeless, confident, and forever unapologetic.

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