In Push To Bolster Sonoma Presence, Don & Sons Plans Upscale Single Vineyard Lineup

Don Sebastiani & Sons is laying plans to boost its presence at the wine market’s high end. Seeking to keep moving further up the pricing ladder, as well as reestablish its Sonoma roots, the company will release a Reserve tier under its Sivas-Sonoma family heritage label in the next nine to 18 months. The single-vineyard lineup, which will likely include a Cabernet Sauvignon, Chardonnay and Pinot Noir, is expected to retail in the above-$40 range.

“One of our goals is to expand our presence in Sonoma winemaking,” says owner Donny Sebastiani. “We’ve been in Sonoma for 110 years, but most of the wine that we sell is from Chile. So we’re going to make an effort to shift focus to Sonoma, which will also help us tap market trends toward wines with a sense of place, and locality and heritage.”

Meanwhile, Don & Sons’ core Foundation Wine Collection portfolio still accounts for the lion’s share of sales. The largest brand in the lineup is Smoking Loon, which represents around 60% of the company’s overall business and plays largely in the competitive $6-$9 range—a tough pricing category that has seen sales stagnate, according to Sebastiani. Smoking Loon, sourced from both Chile and California, has managed to slightly outpace the category, bolstered by its Steelbird Unoaked Chardonnay and Pinot Grigio labels. At the super-premium level, Foundation Wine Collection labels B Side ($33) and the recently launched Big Smooth Old Vine Zinfandel ($17.99) are on track to reach 25,000 cases and 30,000 cases, respectively, by the end of 2016.

Don & Sons’ agenda for this year also includes an expansion beyond the wine category. The group currently has an ultra-premium Tequila range, a bottled water brand and natural snack offerings in the new product pipeline.

Tagged : Don Sebastiani & Sons, wine

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