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C. Mondavi Targets Female Drinkers With New Flat Top Hills Brand

January 29, 2019

C. Mondavi & Family is introducing a new California wine brand, Flat Top Hills, aimed at female consumers in their 30s and 40s with household income in the $45,000-$80,000 range. The new brand includes five wines: a Sauvignon Blanc ($14), Rosé ($14), Chardonnay ($14), Red Blend ($16), and Cabernet Sauvignon ($16).

“We’re looking to strengthen our overall brand portfolio with the addition of Flat Top Hills in a growing price segment,” says Mark Koppen, C. Mondavi’s vice president of marketing. The new franchise will debut February 1 in select on- and off-premise accounts in Arizona, Colorado, Massachusetts, and North Carolina, with additional markets slated to launch this fall. Sourced from Yolo County, Dunnigan Hills, Monterey Coast, Lodi, Sonoma County, and the Central Coast, the brand is named for the flat-topped summits of the Mondavi family’s Dunnigan Hills vineyards, where consulting winemaker Angelina Mondavi and her siblings and cousins played as children.

Overall, C. Mondavi had volume of over 1.5 million cases last year. “We’re seeing strong trends in our core Charles Krug Napa Valley wines as well as our CK Mondavi and Family line of everyday wines,” Koppen notes, adding that Sauvignon Blanc and Cabernet varietals are performing especially well, and that the company is seeing “some positive signs in Merlot.”—Daniel Marsteller

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