Winebusiness.com - Homepage for the Wine Industry

Southern Hemisphere the Focus for New Sebastiani & Sons Brand


Date: 05/04/07

by Mary-Colleen Tinney

Three Loose Screws, a division of Don Sebastiani & Sons, has launched Kono Barú, "intentionally misplaced labels from well-placed vineyards entirely from the Southern Hemisphere." True to the typically irreverent company, Kono Barú features a unique upside-down packaging design that is undoubtedly going to capture consumer attention.

img 1

The label design invites comparisons to exotic travels, perhaps with explorers or pirates. The bright yellow label evokes visions of secret treasure maps, while the rough-edged Kono Barú font with a pirate sword accenting the final letter implies adventure. Further, a passport-like stamp marking the country of origin, alcohol content and bottle size sits atop a ticket design (color coordinated to the varietal, the ticket is the only right-side up element as the bottle sits on the shelf) that displays the varietal information and "intentionally misplaced" tagline.

"You really have to grab the consumer, shake them by their coat lapel," said Donny Sebastiani, the company's marketing director. "The upside-down [elements] represent the other side of the world--but we did not want to confine ourselves to just Australian wines. The label is meant to set ourselves apart because there's no reason for the consumer to look for a new brand. Nobody's walking into a store hoping for a new label to buy."

Sebastiani hopes that the striking imagery attracts consumers to explore the line, which initially features six varietals from three countries. From Chile, there is a Sauvignon Blanc, "unwooded" Chardonnay and Cabernet Sauvignon. From Australia, Kono Barú includes a Riesling and a Shiraz. The highest-priced offering, at around $16, is a Malbec from Argentina. The Chilean and Australian wines are priced at about $12 per bottle.

"The idea is that it's trying to be a trade-up from most of the Southern Hemisphere--more specifically Australia--category," said Sebastiani. "We wanted to do something with a pan-southern category. We went down there when we were sourcing for our Pepperwood Grove brand and we found these phenomenal lots. Our impression of this market, with some exceptions, is that consumers think Chile or Australia and they think aggressive pricing at around $4.99 or $5.99. Our goal is to showcase these segments in an upscale manner."
The initial launch, planned at around 100,000 cases, is targeted to independent retailers and on-premise accounts, with chain retailers coming by the end of the year. Eventually, Sebastiani & Sons hopes to expand the line to include more varietals from additional countries. Although the wines do not carry a specific appellation, they are identified with a more specific designation, such as South Eastern Australia or Valle Central.

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  •  Dec 18, 2014 at 8:02AM PST
- used barrels  •  Dec 18, 2014 at 8:02AM PST
- used barrels  •  Dec 18, 2014 at 8:02AM PST
- used barrels  •  Dec 17, 2014 at 8:43AM PST
- used barrels  •  Dec 17, 2014 at 4:20AM PST

latest real estate

- real estate  •  yesterday at 9:10AM PST
- real estate  •  Dec 10, 2014 at 9:31AM PST
- real estate  •  Dec 2, 2014 at 9:34AM PST
- real estate  •  Nov 28, 2014 at 2:29PM PST
- real estate  •  Nov 25, 2014 at 9:51AM PST

latest used equipment

- used equipment  •  Dec 18, 2014 at 3:23PM PST
- used equipment  •  Dec 18, 2014 at 3:23PM PST
- used equipment  •  Dec 18, 2014 at 3:23PM PST
- used equipment  •  Dec 18, 2014 at 11:05AM PST
- used equipment  •  Dec 18, 2014 at 9:40AM PST

latest services & supplies

- services & supplies  •  Dec 18, 2014 at 7:36AM PST
- services & supplies  •  Dec 16, 2014 at 12:55PM PST
- services & supplies  •  Dec 15, 2014 at 11:21AM PST
- services & supplies  •  Dec 13, 2014 at 6:52AM PST
- services & supplies  •  Dec 13, 2014 at 6:52AM PST

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.