Robert Mondavi Sets Sail with Rowboat Displays

To emphasize the coastal locations of the grapes used in its Coastal Wine brands, Robert Mondavi Vineyards is using a wine rack display that resembles a rowboat, complete with paddles. The design has helped the company gain additional merchandising opportunities in other store areas, where the display helps create a nautical atmosphere."We've never done a display like this before," says Ruth Souroujon, associate brand manager for the Oakville, Calif.-based winemaker's Coastal Wine products. The company decided to focus on a unique approach because of the brand's growing popularity as well as the intense competition in the category. Introduced three years ago, Mondavi's line has grown to 600,000 cases per year in the $8-$12 bottle market, the number-one growth market, Souroujon explains."We're always trying to be the leader and stand out from the pack," she says. "Because the wine features grapes from both the Northern and Central California coasts, we wanted to pick up on a nautical theme."The company had previously generated positive retail response with a three-bottle hanging rack resembling a ship's wheel. Ruszel Woodworks, Benicia, Calif., expanded on that premise with a design that mimics the look of a rowboat standing on end. Measuring 28 inches wide, 69 inches high and 13 inches deep, it holds 4-1/2 cases of wine in any varietal combination the retailer desires.The display has white vinyl-laminated MDF sides with pine shelving and trim, and a two-piece lauan plywood back. It weighs 55 pounds and comes preassembled, with only the faux paddles on the back needing to be attached via four screws.An initial order of 1,000 displays is now being followed up with a reorder. "The stores are clamoring for it," Souroujon says. "It's been a phenomenal success for us. The retailers want to use it in a lot of ways because it makes a great atmospheric piece."That means it's venturing into cross-merchandising spaces such as the seafood and cheese departments, as well as off-beat aisles such as suntan lotion and charcoal. "There's a growing demand from retailers to provide unique pieces they can use in different ways," Souroujon explains. "We think the response to this has been so positive because it's so different from anything else out there."

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