O’Neill Vintners & Distillers said it acquired Rabble Wines in Paso Robles, Calif. Terms weren’t disclosed.
Rabble Wines is inspired by the everyday farming challenges longtime Paso Robles vineyard manager Rob Murray encountered as a vineyard manager, grower and entrepreneur. In 2010, Murray set about creating Rabble Wines in Paso Robles to prove that despite Mother Nature’s untamable ways, he would succeed in producing rabble rousing wines. According to Nielsen, the core tier has grown +51.3% in the 52-week premium wine category ending Nov. 28,2020.
Murray said he is now “turning my focus towards Tooth & Nail Wine Company, which promises to continue disrupting the stodgier aspects of the wine world.”
“O’Neill is laser focused on creating sustainable growth through our innovative brands and offering approachable wines to Millennials and upcoming Gen Z consumers. 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,” comments Jeff O’Neill, CEO of O’Neill Vintners & Distillers.
O’Neill will carry on the quality and spirit of Rabble Wines made from Paso Robles AVA fruit in its own Paso Robles winery facility, focusing on the core tier of Rabble Cabernet Sauvignon SRP $24.99, Rabble Zinfandel SRP $24.99, Rabble Red Blend SRP $15.99 and Rabble Rosé SRP $15.99. These wines offer the augmented reality experience Rabble Wines are renowned for, the first US winery to use AR on wine labels.