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C. Mondavi & Family Aims For On-Premise Boost Post-Pandemic

February 12, 2021

It’s been a tumultuous period for California winemakers with the pandemic and wildfires upending operations over the past year, but a number of players are making moves aimed at jumpstarting growth in 2021. In recent weeks, Napa Valley-based C. Mondavi & Family updated its largest brand, 1.2-million-case CK Mondavi and Family, with new temperature-sensitive labels in a bid to set the popular-priced California franchise apart in the increasingly competitive marketplace.

The company tested the new labels in a limited offering last year, and based on the response has expanded them across its Chardonnay, Sauvignon Blanc, Pinot Grigio, and Moscato varietals, notes fourth-generation vintner Riana Mondavi. The front label transforms from a light cream color at room temperature to bright, full color when properly chilled. Additionally, all of the winery’s core offerings are receiving a 75th anniversary seal this year, marking a major milestone for the brand, which was launched by Italian immigrants Cesare and Rosa Mondavi in 1946.

Prior to the pandemic, CK Mondavi was seeing solid gains on-premise, explains proprietor Marc Mondavi. Lately, growth in the off-premise has offset the struggles of that business, but the company remains intent on building CK Mondavi’s presence in restaurants moving forward. “It’ll take a bit of time, but I predict the entrepreneurial spirit will take over and people will start wanting to open up those closed restaurants,” Marc Mondavi says.

In addition to CK Mondavi and Family, the company also believes its newer Flat Top Hills label has a role to play when the on-premise returns. “We’re confident that we’re in the right price point, about $10 to $12 by the glass, so we expect to see some growth,” says Marc Mondavi.—Daniel Marsteller

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