US: Don Sebastiani & Sons launches new label

By just-drinks.com editorial team | 3 June 2008

Don Sebastiani & Sons International Wine has launched a "luxury" Napa Valley label.

Pennywise, to be marketed by the company's The Other Guys division, will include a Napa Valley Cabernet Sauvignon and a Napa Valley Petite Sirah, with limited production to be released this year, the company said today (3 June).

The Pennywise label features the impression of a penny coin and is modelled after old-fashioned trading stamps, which were once issued by grocers and other retailers to build store loyalty.

Both wines will be priced relative to other Napa Valley luxury wines, the company said, at between US$25 and $30.

Last month the company announced the repositioning of its two largest volume brands in the US, Smoking Loon and Pepperwood Grove, with the launch of "dramatic" new designs for their packaging.

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