Bizarre Mondavi campaign?

Snapped at Waterloo Station this morning: Mondavi Woodbridge have started a new poster campaign in the UK with what seems a rather bizarre message.

The two posters I have seen so far are the one above, where a hippy is playing guitar in a vineyard (a barred G chord to be precise), and another where a tour group in the winery is doing yoga. The message is 'California, but not that California", with the implication being that in the past California has been associated with hippies and alternative lifestyle, and that Mondavi has nothing to do with this.

It seems barmy to me. Who would you rather have make your wine? Hippies, surf dudes and creative types, or suits, bean counters and chemical engineers?

What is more appealing? Californian alternative culture as portrayed in these adverts (albeit here as a bad thing), or the California of materialistic conspicuous consumers ambitious to climb the social ladder and make loads of money, but little else? Am I the only one who thinks Mondavi Woodbridge are making a mistake with this campaign message?