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Tin Roof Wine Cellars Unveils A New View From The Roof


NAPA, Calif. - White Rocket Wine Company is launching Tin Roof Cellars with a crop of new wines, a new package design and an array of new point-of-sale materials. Crafted by veteran winemaker Melissa Bates, who previously made wine at Rutherford Hill, Sebastiani and Belvedere wineries, as well as in New Zealand, Tin Roof wines now boast a captivating label illustration depicting a small, tin-roofed winery that looks as if it emerged from a John Steinbeck novel.

“We wanted a look and feel that was simultaneously retro and modern, that speaks of old-fashioned quality yet appeals to Millennial generation consumers who increasingly comprise the market for premium and super-premium wines,” says Mark Feinberg, White Rocket Wine Company Vice President of Marketing. “Our new label invites consumers to imagine sitting on a porch gazing at vineyards while listening to the patter of rain on a tin roof. It offers escape to a place where you can relax and enjoy delicious, handcrafted wines under your own roof.”

This striking new design was partially inspired by consumers’ desire in other consumer product categories for the comfort and familiarity of the past combined with the fresh approach of today. Unique examples include such iconic brands as MINI, Izod, Polo Black, PBR (Pabst Blue Ribbon) and the Schwinn Sting-Ray.

The new Tin Roof package is cork-finished with a bright silver metallic finish highlighting its capsule, brand logo and bottom label, as well as the tin roof adorning its fanciful winery. Its punted bottle likewise speaks to the super-premium quality evident throughout the Tin Roof portfolio, which includes Chardonnay, Sauvignon Blanc, Merlot, Cabernet Sauvignon, a Syrah-Cabernet Sauvignon, and a Rosé. All the wines carry a frontline, suggested California retail price of $12.99 per 750 ml bottle.

Tin Roof fits within the burgeoning “adventure brand” category, which between 2002 and 2006 grew from less than $70 million in sales to nearly $500 million and in volume from 660,000 cases to nearly 5.7 million cases. Equally important to retailers, the average ring of adventure brands is currently $8.15 per 750 ml bottle, significantly higher than traditional premium table wines. And, as exemplified by Tin Roof, adventure brand wines aim to please.

“Our view at Tin Roof is that our wines should utterly please consumers, especially those seeking distinctive varietal characteristics,” says winemaker Bates. “Tin Roof wines are richly flavored, but refined; fruit-forward, but complex. They display the well-integrated oak character and textural elegance that are the hallmarks of super-premium wine quality.”

The launch of Tin Roof Wine Cellars, under the tagline “Under The Roof – It’s The Place To Be,” will be supported by an array of new point-of-sale and promotional materials, including display racks, case cards, posters, shelf talkers, consumer incentive offers, waitstaff education cards, logoed corkscrews and 3-liter display bottles.


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