This study on category status dynamics draws on a qualitative field study on the Australian wine industry. The data inventory comprises interviews, observations and archival data. The case of the Australian wine industry allows to draw from a historical perspective a processual model from early stigmatization towards legitimacy through de-stigmatization. The case provides an empirical example of a status leap of an entire category. This achievement was possible on the basis of distinct innovations, the breaking of the category glass ceiling, and category extension through the emergence of a novel sub-category. Based on the empirical data, a grounded process model could be formulated that provides an alternative view on category change dynamics through the separation between the category the category gravity, and the prototype, the center of attention. This development allowed for the entire category of Australian wine to extend and stretch via a step-wise process. This process unfolds according to the four mechanisms that allowed for the entire category to re-define itself, and, thus, reach high status: history detachment, high status category neglect, myhtification, and stigma reversing. These four mechanisms correspond to four distinct phases of, first, stigmatization and history detachment, which prepared the ground for change, second, the breaking of the category glass ceiling, third, the re-focussing through mythification, and fourth, reaching critical mass and reversing the stigma.