Don Sebastian & Sons' New Kono Baru Turns the Wine World Upside-Down

The line eventually will be expanded to feature additional varietals from other exotic southern hemisphere locations such as Marlborough (New Zealand) and Stellenbosch (South Africa).

16/06/07 In a bold move to promote its new line of wines from the southern hemisphere Don Sebastiani & Sons officially released Kono Barú — complete with an upside-down label.

“It’s well known that we like to market our wines with nonconforming labels,” said company 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 will feature six varietals (Riesling, Cabernet Sauvignon, Chardonnay, Sauvignon Blanc, Malbec and Shiraz) grown in noteworthy appellations such as Mendoza (Argentina), Casablanca (Chile) and the Barossa Valley (Australia). The line eventually will be expanded to feature additional varietals from other exotic southern hemisphere locations such as Marlborough (New Zealand) and Stellenbosch (South Africa).

“Kono Barú was inspired by the Latin corno baru, which translates to ‘horned fool’ — it’s Pirate slang for someone who does something crazy,” Sebastiani explained. “We thought it was rather fitting, considering our own reputation for off-beat, funky names and contemporary label designs.”

Kono Barú will be marketed nationally through the Don & Sons’ Three Loose Screws portfolio.