In 1965, Napa Valley icon Robert Mondavi broke away from his family's Charles Krug estate to found his own. This was the first new large scale winery to be established in the valley since before prohibition. After the establishment of the Mondavi estate, the number of wineries in the valley continued to grow, as did the region's reputation. Consumer trends followed the 60s free lifestyle for experimentation. The old "paesano" customers of "dego red" gallon jug wines changed to young women who considered white wine, not beer, as their new drink of choice for romance. Robert Mondavi Winery attracted new wine aficionados by introducing the larger, 1.5-liter wine bottle for an image of affordable quality.