White Rocket's New Ride Takes Wine Lovers Someplace Special

Napa Vintner Debuts "Soulfully Crafted" AutoMoto Wines
NAPA, Calif.--(Business Wire)--White Rocket Wine Company, launched in 2006 to develop new brands
appealing especially to Millennial-generation wine consumers, is
introducing AutoMoto, a new entry in the super-premium "Adventure
Brands" category. Boasting a striking label image of a classic cruiser
motoring toward a far horizon, AutoMoto stylishly evokes the freedom
and adventure of the open road. It begins shipping in January, 2008
with a California suggested retail price of $11.99 per 750 ml bottle.

True to its promise of "soulfully crafted wines that take you
someplace special," AutoMoto's Chardonnay, Cabernet Sauvignon, Merlot
and Riesling are made in a rich, smooth style by AutoMoto's "driver,"
winemaker Melissa Bates. Bates sources fruit from cool-climate
California coastal vineyards and uses traditional and cutting-edge
artisan winemaking techniques to fashion AutoMoto's elegant
Chardonnay, plush Merlot, powerful Cabernet Sauvignon, and racy
Riesling. Having steered some of Napa and Sonoma's leading wineries,
Bates has extensive experience chauffeuring world-class wines from
vine to bottle and crafting sleek, stylish models that captivate both
connoisseurs and new consumers reveling in the adventure of
discovering new brands.

"Adventure Brands are driving today's super-premium wine market,"
says Mark Feinberg, White Rocket's Vice President of Marketing. "They
account for 6.5 million cases in volume sales and $550 million in
dollar sales and are growing 20% annually in both categories. These
innovative brands offer compelling new wine styles, concepts and
packaging that attract younger, 'trendsetter' consumers." Priced in
the sweet spot of this market, AutoMoto is the perfect Adventure
Brand: modern, yet retro; unique, yet familiar; and universally
appealing in evoking the thrill and joy of the open road.

AutoMoto's launch is supported by a full tool kit of merchandising
materials, including a unique four-case wine rack (in the shape of a
vintage gas pump) for off-premise accounts.

About White Rocket Wine Company

Launched in 2006, White Rocket Wine Company focuses on developing
new brands that appeal especially to Millennial-generation wine
consumers, who comprise a large and ever-growing segment of the
premium wine market. In addition to AutoMoto, White Rocket markets
Horse Play, Tin Roof, Camelot, Dog House and Silver Palm. The company
is headquartered in Napa, CA.

White Rocket Wine Company
Mark Feinberg, 707-254-4811
mark.feinberg@wrwines.com

Copyright Business Wire 2008