5 Quotes by Don Freytag

One of the ideas was, let's take advantage of this wonderful trademark and launch a wine.

It gives us kind of an automatic entry into the consumer mind-set.

Wine is perceived as untouchable and intimidating, and young people are turned off by the imagery of a nose in the glass. It was not served up in a terribly friendly way, and we saw that as an opportunity to be different.

Today's consumers are much more interested in a quality wine that they know is going to taste good. They are much less concerned about where it comes from and the story behind it.

We expect this will be a leading California wine brand within three years.