US wine company O’Neill Vintners & Distillers has announced the acquisition of Rabble Wines, a Californian brand that looks to target younger adults.
Founded in 2010 by Rob Murray, Rabble Wines produces premium Paso Robles AVA wines with augmented reality labels that depict the challenges encountered with Mother Nature as a vineyard manager and grower.
The acquisition – which was made for an undisclosed sum – marks another investment by O’Neill Vintners & Distillers in the market for younger wine drinkers.
“O’Neill is laser focused on creating sustainable growth through our innovative brands and offering approachable wines to Millennials and upcoming Gen Z consumers,” said Jeff O’Neill, CEO of O’Neill Vintners & Distillers.
He added: “Rob has created a unique brand that maintains relevance in an industry that frequently finds itself a little behind. His efforts resonate with forward-thinking, modern wine drinkers. Rabble fits well within our growing portfolio of nationally-distributed brands.”
Following the deal, Rabble Wines will join O’Neill’s growing portfolio of national brands including Line 39, Robert Hall and Harken, and will be manufactured at the distiller’s Paso Robles winery facility.
Founder of Rabble Wines, Rob Murray, said: “Moving Rabble into the O’Neill portfolio is a great win for our consumer and for the brand. I know Rabble will continue to provide authenticity and adventure under the leadership of visionary entrepreneur Jeff O’Neill.
“I am enormously proud of what we built with Rabble and am excited about turning my focus towards Tooth & Nail Wine Company, which promises to continue disrupting the stodgier aspects of the wine world.”
© FoodBev Media Ltd 2020
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