Why is Patagonia now selling wine?

October 27, 2021

Patagonia provides much of the apparel and gear needed to explore the backcountry, and now the company is giving adventurers—the adult ones, anyway—another beverage option for their après festivities. The company’s food division, Patagonia Provisions, unveiled a collection of wines, ciders, and sake. The launch comes as the brand works to ramp up its food and beer business alongside its more traditional revenue streams. Outside