Winebusiness.com - Homepage for the Wine Industry

Three Thieves Launches New Wine


Date: 02/23/07

by Kim Westerman
Charles Bieler, Joel Gott and Roger Scommegna-the partners who created The Three Thieves brand in 2003-have just released a Cabernet Sauvignon-based wine blended from the Central and North Coast AVAs called "The Show."

img 1

The team, who made their mark in inventive screw cap jugs and colorful liter boxes, has turned their attention to a slightly higher-end product (suggested retail $15) with this new release.

The marketing angle here is the Wild West. Labels were designed by Hatch Show Print in Nashville, Tennessee. The company is famous for letterpress prints and posters depicting the likes of Johnny Cash, Patsy Cline, Louis Armstrong, Hank Williams, and other music and cultural icons.

"The Show" has three different labels, each featuring a bucking bronco being ridden by a graceful cowboy. "We loved all three labels Hatch created, so we decided to use them all," said Bieler. "After all, there are three of us, so why not?"

Inside, the wine is fruity and hearty, accessible young but not too jammy. The 2005 release has 14 percent alcohol, and the Cabernet Sauvignon (80 percent of three combined AVAs) balanced with 6 percent Napa Valley Cabernet Franc, 3 percent Dry Creek Valley Petite Sirah and 3 percent Napa Valley Petite Verdot. 10,000 cases were produced.

The Show also, perhaps in an effort to reach out to Millennial consumers, has a MySpace.com page (click here to view the page). On the tongue-in-cheek page, the wines identify Bieler, Gott and Scommegna as their "heroes," and indicate that they would "like to meet"  Johnny Cash, Louis Armstrong, Hank Williams and Patsy Cline. The page also offers a brief history of The Show, pictures and bottle shots of the brand, and links users to the Three Thieves website.

Subscribe to Daily news Email

FREE Wine Business Daily News delivers the industry's top stories emailed to you from our editorial team.

most popular daily news links

latest used barrels

- used barrels  •  yesterday at 11:27AM PDT
- used barrels  •  Oct 29, 2014 at 6:13PM PDT
- used barrels  •  Oct 29, 2014 at 10:03AM PDT
- used barrels  •  Oct 29, 2014 at 8:13AM PDT
- used barrels  •  Oct 29, 2014 at 8:13AM PDT

latest real estate

- real estate  •  yesterday at 8:10PM PDT
- real estate  •  yesterday at 7:26AM PDT
- real estate  •  Oct 27, 2014 at 3:36PM PDT
- real estate  •  Oct 22, 2014 at 3:42PM PDT
- real estate  •  Oct 22, 2014 at 3:04PM PDT

latest used equipment

- used equipment  •  yesterday at 12:25PM PDT
- used equipment  •  yesterday at 10:37AM PDT
- used equipment  •  yesterday at 9:53AM PDT
- used equipment  •  Oct 29, 2014 at 1:50PM PDT
- used equipment  •  Oct 29, 2014 at 1:50PM PDT

industry events

Search Events:

Copyright© 1994-2014 by Wine Communications Group. All Rights Reserved. Copyright protection extends to all written material, graphics, backgrounds and layouts. None of this material may be reproduced for any reason without written permission of the Publisher. Wine Business Insider, Wine Business Monthly, Grower & Cellar News and Wine Market News are all trademarks of Wine Communications Group and will be protected to the fullest extent of the law.