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Terlato Taps California’s High End With New Dueling Pistols Brand

February 5, 2019

Terlato Wines is launching a new high-end wine brand, Dueling Pistols, backed by an ambitious experiential marketing campaign. The Dueling Pistols brand consists of two red blends: one is sourced from Paso Robles and is 50% Cabernet Sauvignon and 50% Petit Sirah; and the other is from Dry Creek Valley and is 50% Zinfandel and 50% Syrah. The brand’s name and labels—which portray two 19th Century duelists—are inspired by the interplay of the evenly split varietal blends.

Approximately 15,000 cases of Dueling Pistols were produced for the first vintage, which will be targeted to luxury on-premise accounts and independent bottle shops. Both the Paso Robles and Dry Creek Valley wines were rested in French oak for around eighteen months and retail at $50 a bottle.

Intending to connect with a Generation X male audience, Terlato partnered with Round Table Companies to develop a brand story for the wines, centered on the winemaking tradition in the American West. “Consumer expectations are shifting and, as a result, experience has become a primary tenet of brand loyalty,” says David Lane, president and COO of Terlato Wines International. “Developing the Dueling Pistols brand story is an example of Terlato’s commitment to exceeding customer expectations,” he notes, adding that brands must now entertain the minds as well as the palates of consumers.

For Dueling Pistols, marketing plans include a podcast, a guided in-home tasting, and a smart home device strategy, all of which tie in with the aforementioned brand story, described as “part historical fiction, part mystery, and part time-traveling immersion.” A number of wine brands with historical tie-ins have proven successful lately, including Terlato’s The Federalist and Treasury Wine Estates’ 19 Crimes.—Danny Sullivan

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