Three Thieves' New Eco-Friendly Wine Packaging Steals The Spotlight

Progressive Wine Company Leads the Industry with Eco-Chic Wines
ST. HELENA, Calif.--(Business Wire)--Five years ago Three Thieves became known as the innovative
trailblazers in the wine industry by being the first to introduce
eco-friendly Tetra Pak aseptic packaging for its high-quality smartly
priced California wines. Breaking ground again, in both wine and
environmentally-conscious circles, the Three Thieves are the first
U.S. wine company to introduce the eco-friendly 1 Liter Tetra
Prisma(TM), comprised of 70% paper, a renewable resource, for its
Bandit line. "The Three Thieves are all winemakers, so our focus on
what's in the box is just as intense as the box itself," says Chief
Thief Charles Bieler.

Aseptic packaging is far more efficient and lightweight to
transport than bottles, reducing carbon dioxide emissions and saving
fuel. In fact, it would take 26 trucks filled with empty wine bottles
to equal just 1 truck filled with empty Tetra Pak cartons. "We're
happy to do our part to fight America's oil consumption," Bieler
explains.

Less waste and saving energy are other benefits: Tetra Paks reduce
the packaging waste associated with bottled wine by 90% and can be
distributed, warehoused and displayed in stores with or without
refrigeration, while maintaining full flavor. Shelf stability is
crucial because the Thieves' rely on their insider grower contacts to
source from California's elite cool-climate vineyards. As a result
Bandit wines are consistently praised by wine critics nationwide.

The Three Thieves refuse to waiver from their dedication to
providing consumers with quality wine at a great value, selling these
wines nationally for $8.99/liter. Bieler adds, "the savings that we
pass along to the consumer are significant, considering that there are
no corks, labels, or foils used, and the cartons are a fraction of the
weight and cost of glass."

The new packaging brings more varietals to the table--Merlot,
Cabernet Sauvignon, Chardonnay and Pinot Grigio--and offers greater
portability, durability and the ability to preserve the wine for
future use. Some days less is more: With Mini Bandits, the Thieves'
single-serve 250 ml Tetra Prisma juice boxes, a glass of wine on the
go is easy and enjoyable.

Three Thieves (www.threethieves.com), developed by Charles Bieler,
Joel Gott and Roger Scommegna, is the leading brand of Rebel Wine
Company, a joint venture with Trinchero Family Estates. Known as much
for their innovative packaging as for what is in it, the Thieves have
distinguished themselves through their originality and vision.

Tetra Pak (www.tetrapakusa.com) is the world leader in food
processing and packaging systems. Best known for its aseptic
technology innovations, Tetra Pak works for and with its customers to
provide preferred processing and packaging solutions for food and is
committed to making food safe and available, everywhere.

Bieler Communications
Mira M. Bieler, 415-990-9121
mira@bielerfamily.net

Copyright Business Wire 2007