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US: Don Sebastiani shifts varietals, updates marketing

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Don Sebastiani & Sons' has announced that its Mia's Playground wine brand will shift its emphasis from varietals from the Sonoma Coast to Burgundian varietals in the US.

The California-based wine company said today (28 February) that, going forward, Mia's Playground will use grapes sourced from "specific vineyards in the Russian River Valley and Sonoma Coast appellations", as well as "adding emphasis to Burgundian varietals".

The first two releases are a 2006 vintage Pinot Noir and Chardonnay, both from the Russian River Valley. "Future releases will include a Pinot Noir from Sangiacomo Vineyard, located in Sonoma's Carneros appellation", the company said.

As part of Don Sebastiani's revised strategy, the packaging for the brand has been redesigned. The new wrap-around label is an attempt to reflect "a refined, chic, upscale look that maintains the recognisable red stripe from the previous label design".

The wines will retail from US$25 to $40 per bottle and will continue to be marketed by the company's Three Loose Screws division.


Sectors: Wine

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