US: Sebastiani launches luxury offering
Sonoma-based wine company Don Sebastiani & Sons has launched a new luxury wine, curiously named Used Automobile Parts, which will be distributed nationally through its Three Loose Screws division.
The Bordeaux-style blend will be sold in three-bottle packs with a suggested retail price of US$150, or US$50 for an individual 75cl bottle. The grape varieties used in the blend are Merlot, Cabernet Sauvignon, Petite Verdot, Cabernet Franc and Malbec, all sourced solely from Napa Valley vineyards.
The company's marketing director Donny Sebastiani, Jr. said the wacky name maintains a company tradition for outlandish and creative names. "There's no story behind it, other than it's an arbitrary collection of three words that you most likely won't forget," he said.
Another quirk of the release is that each bottle in the pack will feature a different closure, a screw cap, the ZORK from Australia and the relatively new German-engineered Vino-Seal.
"It's three times the fun for the consumer," Sebastiani said.
"We're big believers in alternative closures. When it came to choosing one seal for our most exclusive wine, we were stumped, so we decided to use three and make it a package deal."
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