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C. Mondavi & Sons New Brand The Divining Rod

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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By Bill Sweeney

Bill is a guy that's been working at home since 2008. What does that mean? It means he runs a business, has a blog, takes care of the kids and house, and doesn't really have much more time left in the day. Piece of cake, but wouldn't have it any other way.

4 replies on “C. Mondavi & Sons New Brand The Divining Rod”

Great article and the new brand seems exciting.
Hate to call out a “mistake” but isn’t C. Mondavi and Sons PETER Mondavi – and NOT the Robert Mondavi brand?

I live in Napa and they are TWO different companies.
This is not Robert Mondavi….perhaps a good idea to correct.

Hi Bill,
C. Mondavi & Family is not affiliated with Robert Mondavi. If you would like an update logo to include on your story, I would be happy to send you one. We would appreciate you removing the Robert Mondavi logo from your story.
Thanks,
Paul
C. Mondavi & Family

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