Bold claim: wine runs through Giants lore, not just the game. And the rest of the story proves why Evan Goldstein’s partnership feels less like a sponsorship and more like a cultural evolution around Oracle Park.
Evan Goldstein, a San Francisco native steeped in the city’s wine country, grew up as a Giants supporter at Candlestick Park—remember the days when they handed out a real bat on bat day? Opening Day in 1977 marked Candlestick as the first MLB stadium to offer in-stadium wine service. While that milestone may be as much happenstance as influence, Goldstein’s wine immersion started well before he could legally buy alcohol in the United States. His career took him from elite restaurants in Paris and Napa Valley to a San Francisco debut in 1984, where he opened a restaurant with his mother, Joyce Goldstein, a two-time James Beard Award winner.
Goldstein earned the master sommelier designation in 1987 at age 26, making him the youngest American master sommelier at the time and the eighth ever to achieve the title. Today, there are 279 active master sommeliers worldwide. In 1997, while serving as vice president of public relations for Seagram Chateau & Estate Wines, he teamed up with Mario Alioto, a longtime Giants insider and marketing VP, to stage a pregame “Wine Tasting by the Bay” at the ballpark. Ninety hundred fans paid $15 each to sample regional wines. When the Giants moved to Pacific Bell Park (now Oracle Park) in 2000, their wine culture moved with them.
Goldstein and Alioto collaborated on various events—tastings at the ballpark, sponsor dinners—though Alioto stepped away in 2023 after half a century with the club. In spring 2022, Goldstein, who describes himself as a workaholic living about 30 minutes from the ballpark, spoke with Jason Pearl, the team’s chief revenue officer, about deepening the relationship. That conversation matured over the summer, and by September 2022 the Giants became the world’s only sports team to formalize a partnership with a master sommelier.
Today, Goldstein brings an expansive wine network to the Giants, unlocking opportunities to partner with new brands and explore innovative ways to engage fans. He collaborates with the team and its food and beverage operator, Aramark, to plan the wine selections and food pairings at Oracle Park; coordinates spring training events in Scottsdale, Arizona; and drives other team initiatives.
A notable outcome of a successful trial last summer is a distinctive wine club, curated by Goldstein in partnership with the Sonoma County Winegrowers. California residents can join for $555 to $1,530 per year, depending on the tier, and receive up to 18 Sonoma County wines across three shipments annually, accompanied by Goldstein’s suggested food pairings. “There aren’t many wine clubs in the country, and I’m not aware of any that let members shag foul balls on a baseball field,” Goldstein quips, highlighting that the club offers multiple baseball-related perks. By comparison, typical wine clubs deliver a couple bottles from the same winery a few times a year.
Sonoma County Winegrowers has sponsored Giants FanFest and the four-city preseason tour since Goldstein joined the club. Oracle Park now offers a rich wine landscape, including Caymus Vineyards’ branded wine bars in major club level spaces and a sponsor-backed MLB game-day giveaway partnership that delivered 40,000 Rafael Devers T-shirts. House of Far Niente, another Napa winery, became the title sponsor of the Vintage ’58 Wine Bar on the Promenade level behind home plate. Additional wine carts and numerous wine-on-tap options dot the ballpark.
Goldstein especially enjoys collaborating with players and executives who share a passion for wine. He reflects nostalgically about Tom Seaver, who opened a vineyard on Diamond Mountain near Oracle Park in 1997 and is remembered as MLB’s earliest wine pioneer. Goldstein has also worked with Red Stitch Wine Group, whose ownership includes former Giants Rich Aurilia and Dave Roberts (now Dodgers manager), and with Baker Family Wines, founded by former Giants manager Dusty Baker.
Despite wine’s popularity, Goldstein acknowledges the industry’s competitive pressure from other alcohol categories that vie for consumer attention. He also points to a lingering perception issue within the wine world itself. “The wine industry has hurt itself by presenting an elitist image,” he says. “There are lots of fans who love wine. If I can persuade someone to pair a pinot noir with a hot dog or sausage instead of an IPA, I’ve done my job.”
EVAN’S PAIRINGS (master sommelier tips for Giants fare)
- Cracker Jack: A bubbly, sweet profile can prevent sourness if the wine’s sweetness is on par with the snack; for extra flavor depth, consider a sweet fortified wine—brown or cream sherry, a tawny port style, or a sweeter Madeira.
- Peanuts: For roasted and salted, choose a bright white that cuts richness and mirrors the briny bite; options include fino sherry, a young Pinot Grigio, or a fresh, unoaked Chardonnay.
- Louisiana Hot Link at Oracle Park: Beaujolais or an off-dry Riesling harmonizes with the spice and smoke while keeping the palate refreshed.
- 7th Inning Stretch: A lively, easy-drinking red that invites standing and singing—think a juicy Merlot, a crisp Pinot Noir, or a creamy Grenache.
- No-hitter celebration: Toast with the best bottle your budget allows—champagne or a sparkling option that fits the celebration.
- No-hitter heartbreak: Fortify yourself with something substantial, like an old-vine Zinfandel, Barolo, or a robust Australian Shiraz, to cushion the blow.
If you’re curious how to translate these pairings to your own game-day spread, Goldstein’s approach shows that wine can be part of the fun and flavor of baseball, not just a dinner-table luxury. The Giants’ wine story is more than tastings and brands; it’s a narrative about making wine approachable, sport-savvy, and connected to the fan experience in a way that invites dialogue and debate. Do you think wine belongs in the sports stadium experience, or should teams keep it separate to preserve game-day neutrality? Share your thoughts in the comments.
