The San Francisco Giants' partnership with master sommelier Evan Goldstein has blossomed into a bouquet of opportunities, offering a unique and sophisticated experience for fans. But here's where it gets controversial: some may argue that the Giants' wine culture is just a coincidence, while others see it as a deliberate strategy to enhance the fan experience. And this is the part most people miss: Goldstein's journey to becoming a master sommelier began long before he was legally allowed to purchase wine, setting the stage for his eventual partnership with the Giants.
Goldstein's love for the Giants started early, attending games at Candlestick Park as a child. In 1977, Candlestick became the first MLB stadium to offer in-stadium wine service, and Goldstein's immersion into the world of wine began even before he was old enough to buy it legally. After working in high-end restaurants in Paris and Napa Valley, he returned to San Francisco in 1984 to open a restaurant with his mother, two-time James Beard Foundation Award winner Joyce Goldstein. In 1987, at just 26 years old, he passed the prestigious master sommelier examination, becoming the youngest American to do so at the time.
In 1997, as vice president of public relations for Seagram Chateau & Estate Wines, Goldstein partnered with Mario Alioto, a longtime friend and Giants vice president of marketing, to stage a pregame Wine Tasting by the Bay at the ballpark. This event, where 900 fans paid $15 each to sample regional wines, marked the beginning of the Giants' wine culture. When the Giants moved to Pacific Bell Park (now Oracle Park) in 2000, so did their wine culture, with Goldstein continuing to work with Alioto on various events.
However, it wasn't until the spring of 2022 that the partnership truly flourished. Goldstein had a conversation with Jason Pearl, the team's chief revenue officer, about 'adding more layers to the relationship.' This discussion led to the Giants becoming the only sports team in the world to have a formal partnership with a master sommelier in September 2022. Goldstein brings his extensive wine network to the table, opening doors for the Giants to partner with new brands and develop new ways to engage with fans.
Goldstein works with the team and its food and beverage operator, Aramark, to strategize the wines and food pairings featured at Oracle Park, events in Scottsdale, Arizona during Giants' spring training, and numerous other team initiatives. After a successful trial run late last summer, the Giants have rolled out a unique wine club, curated by Goldstein in partnership with the Sonoma County Winegrowers. For $555 to $1,530 per year, depending on the tier, California residents can receive up to 18 Sonoma County wines, over three shipments each year, along with Goldstein's food pairing suggestions.
'There are not many wine clubs in the country, or any that I know of, where members can go on a baseball field to shag balls,' said Goldstein gleefully, noting that membership includes multiple baseball-related benefits. 'Typically, when you sign up for a wine club, you get a couple bottles from the same winery a couple times a year, and then it's rinse and repeat.' Sonoma County Winegrowers has sponsored the Giants' annual FanFest, a four-city preseason tour, since Goldstein joined the club.
Today, Oracle Park has an abundance of wine options. Napa Valley's Caymus Vineyards put its name on a wine bar in the Blue Shield Field Club prior to last season and has added a second named bar on the Alaska Airlines Club level for 2026. Caymus was also the only winemaker to sponsor an MLB game-day giveaway event, teaming with the Giants to hand out 40,000 Rafael Devers T-shirts. Another Napa Valley brand, House of Far Niente, became the title sponsor of the Vintage '58 Wine Bar on the Promenade level behind home plate last year. There are also two wine carts on the Promenade and one on the View level, and multiple wine-on-tap locations.
Goldstein enjoys collaborating with players and executives interested in wine or the wine business. 'My man-crush was Tom Seaver,' he said of the late Hall of Famer. 'When he opened his vineyard on Diamond Mountain [two hours north of Oracle Park in 1997], he was really MLB's first wine guy.' Goldstein has worked with Red Stitch Wine Group, whose ownership includes former Giants Rich Aurilia and Dave Roberts, now manager of the Los Angeles Dodgers, and Baker Family Wines, founded by former Giants manager Dusty Baker.
Despite being in the country's wine capital, the industry faces competition from other alcohol categories that 'are beating each other up for share of mouth.' Plus, there's the history of perception driven by the industry itself. 'The wine industry has really hurt itself for years by viewing itself as so hoity-toity, and has neglected the fact that there are loads of fans out there that love wine,' he said. 'If I can get someone to consider a pinot noir to go with their hot dog or sausage, instead of an IPA, then I’ve done my job.'
