Turning The Wine World Upside-Down

In a bold move to promote its new line of wines from the southern hemisphere Don Sebastiani & Sons has officially released Kono Barú — complete with an upside-down label.

“It’s well known that we like to market our wines with nonconforming labels,” said company marketing director Don Sebastiani, Jr. “I guess you could say we really went head over heels with this one.”

“Kono Barú was inspired by the Latin corno baru, which translates to ‘horned fool’ — it’s Pirate slang for someone who does something crazy,” Sebastiani explained. “We thought it was rather fitting, considering our own reputation for off-beat, funky names and contemporary label designs.”

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’ two largest portfolios are the Three Loose Screws Wine Company and The Other Guys. The company’s oldest brand, Pepperwood Grove, is also its fastest growing. In 2007, it was named a Hot Brand by Impact Magazine and Value Brand of the Year by Wine & Spirits magazine.