Thursday, April 28, 2005

Armida Buys La Famiglia Brand

Armida winery has purchased La Famiglia (late of the Mondavi package that Constellation has now broken off).

This should bring quite a bit more production for them, but perhaps a bit too much, as in +300% ! (see the article here at the Press Democrat).

Armida introduced a Zinfandel labeled with a skull & crossbones a few years ago called "Poizin". I think it's the most questionable package design I've ever seen. In a time when the wine trade in the US is under more and more attacks centered on "irresponsible" use and image (especially when the discussion turns to interstate shipping), and potentially just adds more fuel to the neo-prohibitionists fire. But hey, people did start talking about their 10,000 case brand a bit more, and they did get on the cover of Vineyard & Winery Management magazine. I still feel strongly that they never should have used that design - regardless of what it did for their sales. It's just too far over the line of responsible marketing.

Name your Poizin?

The offending bottle dress in the picture is on the right side, complete with it's (clever) casket shaped wooden box, which is also branded with a skull & crossbones.

A better picture

Really though, I mean, what can you tell a kid who sees you drinking from a bottle that's clearly labeled like everything you've ever told them to avoid? The ATF/TTB never should have approved the design for use.

The wine itself will put you back $50/bottle, which is interesting when you look at their website and see it conspicuously missing from their 'accolades' page where they list their medals received over the past few years...strange for a wine they want to charge that much for...(they do also use the same 'Poizin' dress for their other $20 Zins, however those bottles are silk screened not etched and have red foils capsules in place of the red wax.)


Anonymous Anonymous said...

you are truly an idiot!

June 29, 2005 8:02 AM  
Blogger Huge said...

Thanks for your witty and insightful comment. Always nice to hear from a reader with so much to add to the blog!

Next time, ask Mom and Dad for help with your comments and maybe you can add something to the discussion.

June 29, 2005 4:18 PM  
Anonymous Anonymous said...

What a clever stragey! Not only is this winery selling more wine now, but they have more people talking about them. Cheers to the folks at Armida!

August 03, 2005 5:30 PM  
Blogger Huge said...

Yeah, isn't it great...

I don't think people are talking about them in glowing, positive terms though.

August 09, 2005 12:19 AM  
Anonymous Anonymous said...

All I have to say is this winery has a lot of great wines, and their packaging for "Poizin" is quite clever and has been a great success for them. Your theory about children getting confused with why their parents would drink from a bottle that says "Poizin" when they're told not to drink poison is ridiculous. It can't be confused with real poison, and if it did come up where the kids questioned them, the parents would explain it to them.

I think you should lighten up, because this isn't a huge issue. If it was a problem, they would stop selling it. Obviously, this has really helped out their business and in a world where a lot of wineries (mostly in Napa), are "stuffy" and full of themselves, having a winery that is willing to go outside of the box and be clever is a relief.

I visited their tasting room in Capitola last week for the first time and fell in love with their wines. If you're someone who wants great wines and a very fun, and light atmosphere where there aren't people with sticks up you know where, then check out this winery sometime.

April 15, 2007 8:15 PM  
Anonymous Anonymous said...

Armida = great people and great wines.

Why don't you do a little reasearch before complainig. Armida only produces 200cs of the reserve PoiZin. It sells out through the winery.

If the label sparks a dicussion between parents and children - Great!

October 23, 2008 6:59 PM  
Blogger St. Vini said...

Actually, the wine is sold in markets as well....I know for a fact that it has been at the Molsberry's market in Larkfield in the past, so it doesn't only get sold at the winery - which is how I read your comment....

And does the case count matter if it's really a poor packaging concept in my opinion? I think not....

Thanks for your input.

January 10, 2009 9:54 AM  
Anonymous Anonymous said...

What a waste of breath. SV for a wine industry insider you know squat about marketing. Poizin is a huge success and the label is just plain FUN. Give me a break w/the rated G talk. It’s a parents responsibility to teach there children right and wrong. Maybe we should shut off MTV as well huh? Go crawl under a rock.

October 20, 2009 8:43 AM  

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