Three Thieves Amp Up 'The Show': Big, Bold California Cabernet Meets Big, Bold Hatch Show Print Labels

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When the Three Thieves joined up with Nashville's Hatch Show Print two years ago for the debut of "The Show," they went with three striking labels instead of one. With the new 2007 vintage of this big, brash Cabernet, these innovative wine pace-upsetters raised the ante again, with 12 subtle variations on a theme. On the shelf, they're bold, iconic, easy to spot, and virtually identical; but pick up two bottles, and the ingenious differences pop off the label--like the imperfections ancient Persian weavers built into their rugs because only the Divine could be perfect. Here, perfection is left for the wine.

The Show Cabernet

When the Three Thieves joined up with Nashville's Hatch Show Print two years ago for the debut of "The Show," they went with three striking labels instead of one. With the new 2007 vintage of this big, brash Cabernet, these innovative wine pace-upsetters raised the ante again, with 12 subtle variations on a theme. On the shelf, they're bold, iconic, easy to spot, and virtually identical; but pick up two bottles, and the ingenious differences pop off the label--like the imperfections ancient Persian weavers built into their rugs because only the Divine could be perfect. Here, perfection is left for the wine.

Hatch has been a natural partner for the Thieves because it shares the same creative streak. Begun in the cradle of country music in 1879, the company's colorful designs have been a staple of the American entertainment landscape for more than 125 years. Hatch posters have heralded the appearances of Johnny Cash, Louis Armstrong, Hank Williams, Patsy Cline and countless other luminaries. If you want to fill seats--or bottles--Hatch gets the job done.

The wine in The Show grabs your attention, too, and it's the same mouth-filling bargain in every bottle. Combining Cabernet Sauvignon from several prime California AVAs, blended with a small amount of Petite Sirah and a pinch of Cabernet Franc and Malbec, The Show struts a mix of dried black cherries, jammy preserves and layers of spice and sweet vanilla. It's another rabbit-out-of-the-hat winner for the Thieves' lead winemaker Joel Gott, a master at finding under-valued wines and turning them into over-performing blends.

Mix in the wine savvy and creative flair of the two other Thieves, Charles Bieler and Roger Scommegna, along with the high-impact Hatch labels, and the result is another eye-catching, value-priced Thieves production. According to Nielsen figures, sales of The Show have jumped 85.7% in the past year, several times the increase for its price category, and this new release arrives just in time for the high season of barbecue and tailgating.

The Show retails for $14.99 and will be available in top wine shops and restaurants nationally.

Three Thieves (http://www.threethieves.com), developed by Charles Bieler, Joel Gott and Roger Scommegna, is the leading brand of Rebel Wine Company, a St. Helena, California based joint venture between Three Thieves and Trinchero Family Estates. Known as much for their innovative packaging as for the wine that is in it, the Three Thieves have distinguished themselves through their originality and vision. Collaborating with Trinchero Family Estates, Napa Valley vintners since 1947, the Thieves have solidified their commitment to quality at a reasonable price, an adage that binds the companies.

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MIRA BIELER
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