Don Sebastiani & Sons Revs Its Engine With New Luxury Label -- Used Automobile Parts
The Bordeaux-style blend will be sold at retail in three-bottle packs for $150, or $50 per individual, 750 mL bottle.
“It's three times the fun for the consumer. We're big believers in alternative closures. When it came to choosing one seal for our most exclusive wine, we were stumped, so we decided to use three and make it a package deal”
The name "Used Automobile Parts" keeps with company tradition for outlandish and creative names. "We took a look at the established luxury brands of the New World, like Screaming Eagle, Opus One and Hundred Acre, and we noticed many had one thing in common -- a made up name. So Dad came up with Used Automobile Parts. There's no story behind it -- other than it's an arbitrary collection of three words that you most likely won't forget. And despite rumors to the contrary, it's not a play on NAPA Auto Parts," said Donny Sebastiani, Jr., company Marketing Director.
The wine is a blend of Merlot, Cabernet Sauvignon, Petite Verdot, Cabernet Franc and Malbec, sourced solely from Napa Valley vineyards. Both the Cabernet Franc and Cabernet Sauvignon are from a ranch in Calistoga, while the Petite Sirah was sourced from Chiles Valley and the Merlot from Yountville. The Malbec was grown in Rutherford. The 2002 vintage is a wine with "rich extract and refined structure," Sebastiani said. "We recommend pairing it with beef and wild game, such as elk loin, venison and pheasant."
Used Automobile Parts is packaged in elegant bottles featuring a sophisticated script of 22-carat gold, directly screen printed and fired onto each vessel. The trio comes in a stylish presentation box that features a certificate with the winemaker's tasting notes and an artistic rendering of each closure.
Each bottle in the pack will feature a different closure -- the increasingly popular screw cap, the ZORK from Australia and the relatively new, German-engineered Vino-Seal, said Sebastiani. "It's three times the fun for the consumer. We're big believers in alternative closures. When it came to choosing one seal for our most exclusive wine, we were stumped, so we decided to use three and make it a package deal," Sebastiani explained.
Don Sebastiani & Sons is a family-owned wine negociant firm specializing in the marketing of upscale, but moderately priced varietal wines. Principals Don Sebastiani and sons, Donny and August, are third and fourth generation California vintners and merchants. The company is headquartered in Sonoma Valley and has a winery in the Napa Valley. Don Sebastiani & Sons markets two separate portfolios, the Three Loose Screws Wine Company and The Other Guys. Don & Sons was recently named American Winery of the Year for 2005 by Wine Enthusiast Magazine, as well as Winery of the Year for 2005 by Gomberg, Fredrikson & Associates, a leading wine industry consulting firm. Its Pepperwood Grove and Smoking Loon brands were both named Impact Hot Brands of 2005 by M. Shanken Communications, publisher of The Wine Spectator and Impact Newsletter.