Pelican Brands Will Import and Drive the National Rollout of (oops) Wines from Chile

CARMEL, Ind., Dec. 30, 2010 /PRNewswire/ -- Pelican Brands announced today as part of their long-term strategic agreement with Schwartz Olcott Imports (SOI Wines), that they will import and manage the national sales & marketing rollout of (oops) Wines following a successful limited test market.

(oops) is the first wine brand from Chile to capture the history and romance of Carmenere, "The Lost Grape of Bordeaux," discovered in 1994. Carmenere, one of the six noble grapes of Bordeaux, was thought lost forever after phylloxera, a nasty root louse, destroyed the great vineyards of Europe in the 1800s.

(oops) Wines are produced at the famed Vina Undurraga winery from estate grown grapes. Undurraga is one of the oldest wineries in Chile. It is also today one of the newest state-of-the-art wineries in Chile, with legendary winemaker Alvaro Espinoza and head winemaker Hernan Amenabar.

These beautiful award winning wines include a 100% Carmenere as well as four individual Carmenere blends with Merlot, Cabernet Franc, Sauvignon Blanc and Chardonnay.

Norman Schwartz, Co-Founder & Chairman of SOI Wines, said, "Since the 1994 discovery in Chile of Carmenere, now the signature grape of Chile, Carmenere has never been properly branded or marketed in the United States. There is a thirst in the marketplace for 'authentic' brands with a unique positioning that will capture the imagination of wine drinkers eager to discover new wines. With brand builders like Smoke Wallin and the Pelican team, we are now prepared to rollout (oops) nationally and become the first brand from Chile to capture the history and romance of this noble grape."

J. Smoke Wallin, Chairman & CEO of Pelican Brands, said, "The (oops) brand has demonstrated in its test markets it can be a brand leader in the category and will further expand the Pelican Brands wine platform into Chile. These are beautiful wines providing great value with a sense of wit and history. (oops) is such a fun brand, we are excited for our national rollout."

About Schwartz Olcott Imports, LLC (SOI Wines)

SOI Wines and its sister brand development company, Sewall Road Partners, created (oops), Barking Sheep and Pandemonium wines. The companies are devoted to creating and launching innovative brands for the U.S. market that speak in a "voice" often with an irreverent sense of wit and strategic focus to break through the retail clutter.

www.oopswines.com www.soiwines.com www.sewallroadpartners.com

About Pelican Brands

Pelican Brands manages a portfolio of owned and agency premier import & craft beers, artisanal spirits and fine wines. Pelican Brands' team and partners have extensive experience in the global beverage and consumer packaged goods industries. A Pelican Brands led investment group recently acquired Napa Smith Brewery & Winery. Pelican Brands is headquartered in Carmel, IN, with offices in the United Kingdom and Napa, CA and a sales team covering the U.S. market and select international markets. www.pelican-brands.com And on Facebook http://on.fb.me/afmdBU And follow us on Twitter @pelicanbrands

This press release was issued through 24-7PressRelease.com. For further information, visit http://www.24-7pressrelease.com.

SOURCE Pelican Brands

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