A big Ontario success story began as a wild idea hatched over drinks and burgers by two guys in California — Joel Gott and Charles Bieler.
So we thought, wouldn’t it be great to put that wine with real pedigree — great calibre wine — in bottles traditionally used for inexpensive wine and sell it at absurdly low prices? The symbol for cheap and bad wine in America is jugs. So we had this idea over drinks and were like, ‘Oh yeah! Cheers!’ We were laughing. We thought it was hilarious.Bieler was 27 at the time.
“Friends who worked at wineries would say, I’ve got this killer lot. And we’d get it for cheap,” said Bieler. “We bottled small batches of Sonoma Zinfandel, Napa Cabernet Sauvignon and Amador Zinfandel in one-litre jugs with screw caps designed for Italian olive oil and sold it for $10 a litre to retailers, often in college towns,” said Bieler.
The idea was strong and came at a time when the opportunity — an oversupply of outstanding wine that could be secured at rock bottom prices — was rife. It was an amazing business built on a dream, which they captured in Three Thieves slogan: “Liberators of Fine Wines.” So they relaunched the brand in 2015 with the 2013 Three Thieves Cabernet Sauvignon and the 2013 Three Thieves Pinot Grigio. The 2013 was an excellent vintage in California.
I drink a lot of wine from LCBO - never heard of it
and California wine sucks... go figure.
Buy Canadian wine. Its way better. Support our own people. Not the Napa valley elites like Gavin Newsome. Shame
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