Jess Jackson and Barbara Banke have set up a wine company to target a new generation of wine drinkers.

The married couple, owners of Kendall Jackson Wine Estates, announced yesterday (25 October) that they have set up White Rocket Wine Co., which will focus on "creating new wine brands for the upcoming generations of wine consumers".

The president of White Rocket, Gary Glass, joins from Constellation Wines US unit Centerra, where he was vice president of marketing.

Mark Feinberg, also formerly of Constellation, will be vice president of marketing, while the national sales team of seven regional managers will be co-managed by VP of sales east, Bob McDonough. White Rocket is yet to name a sales chief for the west coast of the US.

"It has been my desire for quite some time to go back to our roots," said Jackson. "We want to start from scratch to create brands that serve the new wine consumers of the millennial generation. White Rocket will be a small, fast-moving wine company that fosters an entrepreneurial culture and a drive for innovation and new brand development."

Glass added: "Consumers today are more open to wine than ever before. They are willing to buy wines that are high quality and high value, but they want to have fun with wine and enjoy it in a different way."

The company plans to develop a series of new brands in the future, but will also incorporate some of the existing brands from the family's portfolio, namely Camelot, Dog House, and Tin Roof.