Stealth wine labels provide terrific consumer value
on 10/11/10 at 11:31 amWine
Ever hear of Rubus winery? That’s because it doesn’t exist. Rubus is a label created last year by Winchester-based importer-distributor Fran Kysela to sell surplus wine he’d been able to buy from contacts in California. Under the new label, he sells a Napa Valley cabernet sauvignon for $20, plus a Russian River chardonnay and a Lodi zinfandel for about $13.
“Given the economy, the opportunity existed to source excess wine that can no longer be sold at $50 to $150 a bottle,” Kysela told me in an e-mail. “This excess will not remain forever, but is a good one-time opportunity for the consumer.”