Alexis Swanson Traina’s Modern House Wines Pronounced "Holiday Must Have" by Oprah and Goop

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Stylish Capsule Collection Arrives at Target Just in Time for the Holidays

“With a wink and a nod, the wines punctuate the wine lover’s night, gesture, story and sense of humor.”

This fall Bay Area tastemaker Alexis Swanson Traina’s MODERN HOUSE WINES debut in 850 Target stores nationwide, making the iconoclastic line of wines available for the first time to a much larger audience. Powerhouse trendsetters Oprah Winfrey (Oprah’s Favorite Things) and Gwyneth Paltrow (GOOP’s Holiday Gift Guide) both proclaimed these wines as ‘must haves’ for the holidays. Other well-regarded publications followed suit, including Bon Appetit Magazine and Food + Wine Magazine.

According to Adam Glassman, O, The Oprah Magazine’s creative director, “We have always been fans of the wine. We had previously featured them in the magazine a few years ago and our responsive readers really went gaga for the witty sayings. And what Oprah loved about it was that no gift wrapping is necessary... Just add a bow or ribbon and you are ready to go!”

Originally created as a micro brand of Swanson Vineyards, Swanson Traina has spun off the brand as a totally separate entity from the family’s renowned Napa Valley winery. Known for cheeky labels, MODERN HOUSE WINES were conceived as a fresh and contemporary statement in an often sedate and predictable industry. Rich, ruby red and ready to drink now, MODERN HOUSE WINES are sumptuous Napa Valley wines at $12.99/bottle. For the 2013 holiday season, Target is carrying three MODERN HOUSE WINES with labels reading: WITH LOVE, EXPENSIVE and HERE’S TO YOU.

This same innovation is a hallmark of the Swanson family. The name is perhaps best known for making history in 1953 with the first production of the now ubiquitous frozen TV dinner. As creative director of her family’s iconic winery, Swanson Vineyards, Swanson Traina took a similarly bold approach when she introduced her line of whimsically labeled wines in 2010, and then two years later challenged fans to come up with their own ideas -- resulting in the first ever crowd-sourced wine label, HELP IS HERE. With such an enthusiastic response to the wines, Swanson Traina decided to spin off the brand and make it available to a much larger audience. Now sold as a capsule collection at Target stores nationwide, MODERN HOUSE WINES are available everywhere to consumers looking to make their own statement.

“This wine is shamelessly about the consumer and about reinventing celebratory occasions,” says Swanson Traina. “With a wink and a nod, the wines punctuate the wine lover’s night, gesture, story and sense of humor.”

About Alexis Swanson Traina
Wife, mother, blogger and creative director at both Swanson Vineyards and MODERN HOUSE WINES, Alexis Swanson Traina found her voice as an audacious innovator, reinventing the ceremonies and rituals surrounding wine. Recognized for her authority on style and entertaining by Food & Wine, Town & Country, Vogue, Vanity Fair, W, Elle Decor, House Beautiful, C Magazine, and the San Francisco Chronicle, Alexis personifies modern Napa Valley.


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