Deutsch Repositions CigarZin Brand, Aiming To Make It A National PlayerDecember 20, 2012
Deutsch Family Wine & Spirits has unveiled a repositioning of California Zinfandel label CigarZin, in partnership with Sonoma-based Vintage Wine Estates (VWE).
CigarZin has a new suggested retail price of $17.99, up from the previous $14.99. It also has a new label, and the wine has a more rich, ripe and spicy style reminiscent of a fine cigar. The new blend was crafted by winemaker Marco DiGiulio, who oversees winemaking for the brands in Deutsch’s California portfolio from VWE, including Girard, The Calling, Flirt and others.
CigarZin, which is new to the Deutsch portfolio, was launched in 1997 by Cosentino Winery. The brand was sold to Vintage Wine Estates in 2011. Today, Deutsch Family Wine & Spirits and Vintage Wine Estates president Pat Roney co-own the trademark.
CigarZin has a cult following among Zinfandel enthusiasts, but Deutsch president Tom Steffanci says the new strategy is designed to take the brand from “localized success” to a more national level. It currently has distribution in 27 states, but volume is mostly concentrated in Illinois, Florida, California, Wisconsin and New York. Starting in January, Deutsch will take CigarZin nationwide.
The relaunch is being supported by a marketing campaign that will include in-store point-of-sale and sampling at events such as the Cigar Aficionado Big Smoke in Las Vegas and New York.