News & Press
Rabble Wines, a Paso Robles brand that attracts younger drinkers with digital, interactive labels, has been sold to O’Neill Vintners and Distillers, which is becoming one of the largest wine companies in California. The deal includes the Rabble brand and inventory, but Rabble founder Rob Murray is retaining the tasting room for his other brands, including Tooth & Nail. A purchase price was not disclosed.
Jeff O’Neill, the O’Neill Vintners CEO, said his company’s research has shown that Rabble’s wines and packaging “really resonate with 21- to 35-year-olds,” a segment that the O’Neill portfolio has not yet captured.
He cited the "augmented reality" labels on Rabble wine bottles as a particularly strong asset: When a smartphone scans the Rabble labels, which depict woodblock carvings from a 15th century illustrated encyclopedia, the illustration becomes animated. A red blend’s label, for example, enacts a lightning siege on a city, complete with thunderous sound effects, while a rosé shows a siren-like mermaid causing pirates to shipwreck.