The party’s over for Naomi Brilliant. The social butterfly whose rock ’n’ roll events at Roshambo, her Sonoma winery, attracted droves of San Francisco hipsters  typically in silly costumes  is plowing under the vines she inherited from her grandfather to grow vegetables. She’s sold the last of her Roshambo wine.

After 10 years in overdrive trying to convince her generation that wine is a blast, “I realized I wasn’t having any fun doing this any more,” Ms. Brilliant, 37, said in an interview.

It’s a head-snapping move for the saucy, tattooed hostess who last June drew 700 fans to her tasting room in the Carneros region of Sonoma for her annual Rock-Paper-Scissors Tournament, the most famous of Roshambo’s attempts to reach beyond the confines of the traditional wine industry.

In part she’s a victim of the recession that’s threatening dozens of small wineries.

The profits at Roshambo (a name for the children’s game rock-paper-scissors) evaporated as sales dwindled from a high of 10,000 cases in 2005. Last year, Ms. Brilliant reduced production to 1,000 cases and decided to make no wine during the 2009 harvest, selling all the grapes.