Don Sebastiani & Sons Unveils Dynamic New Look For Smoking Loon Packaging

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Fourth-Generation Sonoma Valley vintners Don Sebastiani & Sons announced today a colorful packaging redesign of their Smoking Loon wines.

Smoking Loon New Package

“Our goal is to highlight Smoking Loon’s unique personality. This wine symbolizes a carefree, unconventional attitude that resonates with people. We want our packaging to embody that same attitude,” said Don Sebastiani & Sons proprietor Donny Sebastiani.

Fourth-Generation Sonoma Valley vintners Don Sebastiani & Sons announced today a colorful packaging redesign of their Smoking Loon wines.

Three years ago, the Sebastiani family celebrated Smoking Loon’s 11th vintage by releasing the highly popular 2011 Steelbird Unoaked Chardonnay, featuring a metallic-looking “steel” label, as steel is the traditional gift for 11th anniversaries. Building on that success, recent vintages saw the family release Red Loonatic Red Wine Blend, Blue Loon Moscato, White Loonatic White Wine Blend and El Carancho Malbec featuring metallic labels, which have proven to be similarly successful.

What began as a commemorative celebration, has proven to be a successful package improvement; the family sees no reason to stop the celebration now. These somewhat experimental labels have struck a chord with consumers and have led Smoking Loon in an exciting new direction. Steelbird Unoaked Chardonnay, the original metallic label, has enjoyed notable growth since release. Steelbird is outperforming the Chardonnay category; it grew by 45% in the most recent 52 weeks¹. Early indication of similar growth is apparent for El Carancho Malbec and Red Loonatic Red Wine Blend.

Established in 2000, Smoking Loon wines are crafted for those with an appetite for adventure and offer an irreverent, unexpected approach to enjoying wine. Building on the explosive success of their metallic labels, Smoking Loon will be transformed in 2015. The vibrant lineup features 13 varietals, each with its own unique color. Carefully chosen colors and textures were selected for each varietal to communicate superb quality, while adding an energizing pop of color to the wine aisle. Each wine continues to proudly display the iconic Smoking Loon stamp with the addition of striking platinum metallic accents.

“Our goal is to highlight Smoking Loon’s unique personality. This wine symbolizes a carefree, unconventional attitude that resonates with people. We want our packaging to embody that same attitude,” said Don Sebastiani & Sons proprietor Donny Sebastiani. “We don’t take ourselves too seriously,” Sebastiani added, “but that doesn’t mean our commitment to high quality wine isn’t our top priority.”

The entire Smoking Loon line will transition to new packaging by early summer 2015. A select few varietals will be available in retailers beginning early spring 2015. Smoking Loon wine can be found at most major retailers.

¹Nielsen data, Total US-Food, $4-$8.99 750ml, 52 weeks ending 4/25/15

About Don Sebastiani & Sons:
Don Sebastiani & Sons is a family-owned wine company based in the Sonoma Valley, with a winery in the Napa Valley. Principals Don Sebastiani and his sons, Donny and August, are third- and fourth-generation California vintners and merchants. The company was recently named one of the Best Places to Work by the North Bay Business Journal for the second consecutive year; that same publication also awarded company General Manager and CFO Tom Hawkins with the honor of Winery CFO of the Year. For more information on Don Sebastiani & Sons and their wines, please visit http://www.donsebastianiandsons.com/.

For further media requests about information, photography or samples please contact:
Cassie Rodriguez
707.931.2420
crodriguez(at)donandsons(dot)com

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