C. Mondavi & Sons, the venerable wine label we all pretty much know is trying to increase it’s sales in a somewhat topsy-turvy wine market.  It has recently unveiled it’s first new brand in 60 years! The Divining Rod. The brand is named for C. Mondavi co-proprietor and winemaker Marc Mondavi’s knack for finding underground sources of water beneath vineyard land. C. Mondavi’s existing portfolio features super-premium Charles Krug and accessibly priced CK Mondavi.

The brand will launch across the country this April and it will target the Millennial market.  The first bottling will be a 2010 Santa Lucia Highlands Chardonnay. The next, a 2010 Alexander Valley Cabernet Sauvignon. Both wines will be priced at around $17 a 750-ml.

“C. Mondavi has been in business since the 1940s and has only had two brands,” says Jaeger, formerly president of Wilson Daniels and Canandaigua Wines (Constellation), who joined the group last year. “But we now want to focus on growth—more than the winery has ever done in the past.”

I think you pretty much have to give this a shot, given the pedigree of the Mondavi brand and it’s obvious faith in this new label.

Source: Shanken News Daily – EXCLUSIVE

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