East Coast Wine Trail

East Coast Wine Trail
East Coast Wine Trail

Wednesday, 15 April 2020

New wine range with a very different look

Meet a new range of wines named after gangsters like Lucky Luciano and Bugsy Siegel.

Calabria Family Wines has launched Kings of Prohibition, featuring distinctive rum-style bottles aimed at Millennial drinkers.

Prohibition, the banning of liquor sales in the US, lasted from 1920 to 1933 and led to the rise of bootleggers like Al Capone and Luciano.

“Kings of Prohibition is a new brand and reflects our aim to be a little bit different,” said Calabria sales and marketing manager Andrew Calabria.

“Research showed us that millennials are happy to spend higher dollar value per bottle, so it is not about the cheapest wine they can find.

"We decided to take some very good wine that we are already producing and put it into a less traditional format of bottle that is not your typical Bordeaux or Burgundy bottle.”

The range includes a Barossa shiraz, Hilltops tempranillo and a Riverina chardonnay and has an RRP of $24.

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