Aspect Consumer Partners Advises Rabble Wines on Sale to O’Neill Vintners and Distillers

Paso Robles, CA – January 4, 2021 – Rabble Wines (“Rabble”), a premium, Paso Robles AVA wine brand, announced today that it has been acquired by O’Neill Vintners and Distillers (“O’Neill”), one of the largest wine companies in California. The transaction includes the Rabble brand and inventory, while Rabble founder Rob Murray will retain the tasting room for his other brands. Aspect Consumer Partners acted as the exclusive M&A advisor to Rabble Wines.

Rabble Wines was founded by longtime Paso Robles vineyard manager Rob Murray in 2010, and has since grown to include additional brands, including Tooth & Nail, Amor Fati and Stasis. The Rabble brand produces bold, fruity, high-octane reds from California’s Central Coast, which range in price from $16 to $25. The brand is known for their digital, interactive, “augmented reality” labels. When the wine label is scanned by a smartphone, the artwork on the label comes to life with sound and animation.

O’Neill Vintners & Distillers were drawn to Rabble for its innovative yet approachable wine offerings that appeal to Millennials and Gen Z consumers. “Rob has created a unique brand that maintains relevance in an industry that frequently finds itself a little behind. His efforts resonate with forward-thinking, modern wine drinkers. Rabble fits well within our growing portfolio of nationally-distributed brands,” comments Jeff O’Neill, CEO of O’Neill Vintners & Distillers.

O’Neill will carry on the quality and spirit of Rabble Wines made from Paso Robles AVA fruit in its own Paso Robles winery facility, focusing on the core tier of Rabble Cabernet Sauvignon, Zinfandel, Red Blend and Rosé. Terms of the transaction were not disclosed.

Please see the following link below for additional information from the San Francisco Chronicle: Fast-growing California wine conglomerate acquires Gen Z-oriented Rabble Wines.