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Sonoma Winery Sets ‘Ultra-Premium’ Wine Operation

June 23, 1987

SAN FRANCISCO (AP) _ Sebastiani Vineyards, the 10th largest winemaker in California, is forming ″The Estates Group″ subsidiary in New York City to market the winery’s top line of wines, it was reported Monday.

The new company’s chief products will be four chardonnays and and two cabernet sauvignons in the ultra-premium category, with retails prices of $14 and up, said Sebastiani Board Chairman Don Sebastiani.

All the labels will carry vineyard designations naming the specific vineyards where the grapes were grown and harvested.

The move establishes New York as headquarters for Sebastiani’s marketing of the top lines, while the Sonoma, Calif., headquarters will continue to handle three 1.5-liter jug labels and four premiums.

In addition, the New York operation will promote Sebastiani’s line of sparkling wines, and Vendange, the winery’s varietal line of house wines, Sebastiani said.

Sebastiani named James Rossbach, formerly with Seagram’s Chateau & Estates Wine Co., as the new subsidiary’s executive vice president of sales. He’ll report to Sebastiani President Marty Adams.

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