This article examines the diffusion of technological innovation within the California wine industry by studying the adoption of ozone-cleaning technology. The paper compares ozone with other sanitizing systems and reviews current perspectives on innovation diffusion and adoption before describing and analyzing the results of a 2007 industry survey completed by 128 California wineries. We find that the decision to adopt ozone-cleaning technology was correlated with its economic advantages but not with either demographics of decision makers or variables indicative of a winery’s ability to absorb new information.