Huge Bear wanted their brand to be upscale and playful. They wanted to quickly distinguish themselves from the many California wineries competing for attention and break away from the stodgy wine tasting experiences so common in the Sonoma Valley.

The idea of the bear itself came from an article printed in a local Calistoga newspaper in the mid-1800’s about a large grizzly who would break into people’s pantries and eat only the most exquisite pantry items. The grizzly was a gourmand bear who became famous at the time for having amazing epicurean tastes.