Kono Barú turns the wine world upside-down

-- Packaging Digest, 7/1/2007

In a bold move to promote its new line of wines from the Southern Hemisphere, Don Sebastiani & Sons has released Kono Barú—complete with an upside-down label. "It's well known that we like to market our wines with nonconforming labels," says marketing director Don Sebastiani, Jr. "I guess you could say we really went head over heels with this one."

The initial release of Kono Barú wines features six varietals (Riesling, Cabernet Sauvignon, Chardonnay, Sauvignon Blanc, Malbec and Shiraz) grown in noteworthy appellations such as Mendoza (Argentina), Casablanca (Chilé) and the Barossa Valley (Australia). The line eventually will be expanded to feature additional varietals from other exotic Southern-Hemisphere locations. "Kono Barú was inspired by the Latin corno baru, which translates as "horned fool." It's pirate slang for someone who does something crazy, Sebastiani explains. "We thought it was rather fitting, considering our own reputation for offbeat, funky names and contemporary label designs," he says. Kono Barú is marketed nationally through the Don & Sons' Three Loose Screws portfolio.