Home Drink C. Mondavi & Sons New Brand The Divining Rod

C. Mondavi & Sons New Brand The Divining Rod

by Bill Sweeney
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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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C. Mondavi & Sons New Brand The Divining Rod was last modified: August 4th, 2014 by Bill Sweeney

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Leslie March 9, 2012 - 12:46 PM

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.

Bill Sweeney March 12, 2012 - 11:27 AM

Thank you. Sorry about that.

Paul Englert March 12, 2012 - 9:51 AM

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.
C. Mondavi & Family

Bill Sweeney March 12, 2012 - 11:28 AM

I am truly sorry. Please send your new logo to [email protected] if you’d like to.


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