Acquisition furthers company’s focus on younger wine drinkers
O'Neill Vintners & Distillers, Paso Robles, Calif., announced the acquisition of Rabble Wines, also in Paso Robles, Calif. Founded by longtime Paso Robles vineyard manager Rob Murray in 2010, Rabble Wines produces premium, Paso Robles AVA wines with disruptive labels born from wines' struggle with Mother Nature, it says. The acquisition signals another investment by O'Neill Vintners & Distillers in the burgeoning market for younger wine drinkers.
Rabble Wines is inspired by the everyday farming challenges that Murray encountered as a vineyard manager, grower and entrepreneur, the company says. 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 data for the 52 weeks ending Nov. 28, 2020, the core tier has grown 51.3 percent in the premium wine category.