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April 19, 2007
Organic Wine Brand: “True Earth” Introduced by Three Thieves
Never shy about venturing into less charted terrain, The Three Thieves are entering the organic wine business with a new brand called True Earth, made from organically grown grapes.
Sales of Organic Wines Increases 35% in Last 52 Weeks
"The True Earth wines are a natural extension from what we founded our company on distinctive, value oriented wines in less traveled categories. The Organic food world is booming and I think that wine consumers have been underserved,” says Chief Thief Charles Bieler.
Both True Earth wines — a red blend of Cabernet Sauvignon, Merlot and Petite Sirah, and a varietal Chardonnay — are made from California Certified Organic Farmers (CCOF) vineyards in Mendocino County, using no pesticides, herbicides, or conventional synthetic fertilizers. Minimal amounts of sulfites are used in the winemaking process to preserve freshness. The Thieves’ logic is straightforward: healthy soils plus healthy vines equal true, expressive wines with a sense of place.
While the organic grocery category has consistently grown around 20% annually, the wine area has lagged behind until recently. According to Nielsen statistics, sales of organic wines have grown 35% in the last 52 weeks. The category is here to stay.
Since their formation in 2003, the Three Thieves have been consistent about one thing — challenging conventional wine wisdom. The Thieves — Charles Bieler, Joel Gott and Roger Scommegna — first startled the wine market with one-liter, screwcapped Jug wines, then introduced Bandit wines in Tetra-Pak boxes (1 liter and single-serve 250ml’s), and most recently partnered with Nashville’s famed Hatch Show Print designers on The Show line of wines. Moving into organically grown wine reveals yet another side to the Thieves’ personality.
True Earth wines will retail for $12.99. The initial release will be 5,000 cases each of True Earth Red and True Earth Chardonnay.
About Three Thieves: The Three Thieves (developed by Charles Bieler, Joel Gott and Roger Scommegna) is the leading brand of Rebel Wine Company, a joint venture with Trinchero Family Estates. Known as much for their innovative packaging as for what is in it, the Thieves have distinguished themselves through their originality and vision. Learn more about Three Thieves and their fine wines at www.threethieves.com.
ST. HELENA, Calif.–April 19, 2007
Posted by fortna at April 19, 2007 04:01 PM
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