"[3] The winery achieved large-scale commercial success with brands like Big House Red and Cardinal Zin, before "doon-sizing" its portfolio in 2006 to refocus its efforts on terroir wines and biodynamic practice.

[4] Bonny Doon Vineyard continues to be known for its unique label artwork, sourcing designs from artists like Chuck House, Grady McFerrin, Ralph Steadman and Gary Taxali.

The winery grew significantly in this period with its popular Cardinal Zin, Big House and Pacific Rim labels, reaching peak production in 2006, after selling more than 450,000 cases of wine.

"[2] As part of his shift in focus, he acquired a 280-acre property in San Juan Bautista in 2009, "Popelouchum," which currently serves as Bonny Doon's estate vineyard in the Central Coast appellation.

"[13] Reflecting on the abandonment of his larger brands and criticizing the negociant-model of winery production that is dominant in the industry, he told The New York Times in an April 2009 interview, "You have to put your money where your mouth is.