Don Sebastiani & Sons Capitalizes On Success of Smoking Loon With New “Flock” Wine Brand

Sonoma, CA, Tuesday, July 7, 2009—As part of its continuing effort to bring premium appellation wines to market, Don Sebastiani & Sons today announced the release of Flock by Smoking Loon, a new wine brand designed to capitalize on the success of the company’s flagship offering, Smoking Loon, which has been an Impact Hot Brand for five consecutive years.

“Flock is for consumers who enjoy Smoking Loon, but also seek to expand the range of their ever-evolving wine palates,” said Donny Sebastiani, winery principal. “As more Americans are drinking wine, we see an increased interest in varietals from unique appellations. Consumers are exploring how region influences a wine’s taste, and even which wine regions they prefer. With Flock, we will offer wines sourced from celebrated growing regions throughout California, crafted in a manner that showcases each varietal’s unique and memorable character.”

The inaugural release of Flock includes five wines — a Cabernet Sauvignon from Paso Robles, a Merlot from Napa Valley, an Mendocino Chardonnay, a Monterey County Pinot Noir and a Zinfandel from Dry Creek Valley. Each varietal is uniquely suited for its appellation, carefully chosen by winemakers Greg Kitchens and Richard Bruno to best reflect the qualities of each individual growing region. Flock gives Smoking Loon fans the option to trade up within a trusted brand, while increasing their wine knowledge and consumer individuality.

As a part of Don Sebastiani & Sons’ Three Loose Screws wine portfolio, Flock will retail at around $14.99 and $10 by the glass. Distributed nationally through traditional wine retail establishments, Flock will also gain momentum and exposure via key restaurant wine list placements. As Flock is pushed out of the nest and into the marketplace, Don & Sons will support its flight with an industry-wide advertising campaign to encourage savvy wine drinkers to “join the Flock.”

“It is about growing with our core fans,” says Sebastiani. “Smoking Loon is about individuality, and Flock allows consumers to maintain that individuality as they further explore the wine world.”

Don Sebastiani & Sons is a family-owned wine negociant firm specializing in the marketing of upscale varietal wines. Principals Don Sebastiani and sons, Donny and August, are third and fourth generation California vintners and merchants. The company is headquartered in Sonoma Valley and has a winery in the Napa Valley. Don Sebastiani & Sons’ fast-growing The Other Guys portfolio is currently expanding at an annual growth rate of 200%: the more established Three Loose Screws portfolio includes Impact Hot Brands Smoking Loon and Pepperwood Grove.