Paso Robles Winery Rabble Wines Acquired By O’Neill Vint­ners and Dis­tillers

Fast-Growing Wine Company Seeks To Appeal To Young Drinkers

Rabble Wines has been a hit with young wine drinkers, in large part because of its highly creative augmented reality (AR) labels.

That appealed to O’Neill Vint­ners and Dis­tillers, which has purchased the Paso Robles winery. Details of the transaction were not released.

“The acquisition signals another investment by the rapidly growing O’Neill Vintners & Distillers in the burgeoning market for younger wine drinkers,” the company stated in a press release.

Using the winery’s app, the Rabble labels react to scanning by smartphones by animating illustrations on the bottle, even including sound affects.

Rabble makes high-quality wines from Paso Robles AVA fruit in its own Paso Robles winery facility. O’Nell will continue this production, focusing on the core tier of Rabble Cabernet Sauvignon (SRP $24.99,) Rabble Zinfandel ($24.99,) Rabble Red Blend ($15.99) and Rabble Rosé ($15.99).

“I know Rabble will continue to provide authenticity and adventure under the leadership of visionary entrepreneur Jeff O’Neill,” said Rabble founder Rob Murray. “I am enormously proud of what we built with Rabble and am excited about turning my focus towards Tooth & Nail Wine Company (his new adventure), which promises to continue disrupting the stodgier aspects of the wine world.”

“O’Neill is laser focused on creating sustainable growth through our innovative brands and offering approachable wines to Millennials and upcoming Gen Z consumers,” said O’Neill, CEO of O’Neill Vintners & Distillers. “Rob has created a unique brand that maintains relevance in an industry that frequently finds itself a little behind.

“His efforts resonate with forward-thinking, modern wine drinkers. Rabble fits well within our growing portfolio of nationally-distributed brands.”

The company has grown to become the seventh-largest winery in California with a reputation for producing high-quality wines from the North Coast, Central Coast, and Central Valley. Through its extensive vineyards and modern production facilities, O’Neill provides premium winemaking services to the industry as well as a growing portfolio of national brands.

Its portfolio of national brands includes Line 39, Robert Hall, Harken, Exitus, Day Owl Rose, Austerity and Charles Woodson’s Intercept.

To learn more about O’Neill Vintners and Distillers its website is www.ONeillWine.com.