• Kono Baru Wine
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Don Sebastiani & Sons Wines

Don Sebastiani & Sons was named the 2005 "American Winery of the Year" by Wine Enthusiast magazine. Among other projects, we were asked to launch their newest line. Known for their Smoking Loon, Pepperwood Grove, and Used Automobile Parts wines, we helped introduce their newest line dubbed "Kono Baru."

From the tales of South Sea pirates comes the likes of Kono Baru, thought to be a crude translation of the Latin cornu baro (horned fool) these wild souls of reckless fortune couldn't make heads or tales of a map.

Often leaving their fate to the sea. While many assumed them to be foolish, like the court jesters of the royal empires, beneath the absurd mask of a Kono Baru lay clever wit and wisdom.

Kono Baru was a new line of wines from the southern hemisphere that go well with all kinds of foods. Connecting the extremes of food at MLB baseball parks with the Kono Baru line of wines seemed a natural and unexpected approach.

Launching the Kono Baru line involved creating and producing a series of radio commercials which would air during baseball game broadcasts in different cities, and which were tailored to the foods offered at local baseball parks and specifically to their unique foods. Now, how do you tie baseball to fine wine?

Well, as an example, take a listen and hear how it was done at AT&T Park for the San Francisco Giants.

Produced while at Critical Mass Creative Group.

Listen to "Hot Dog" radio commercial:

Listen to "Garlic Fries" radio commercial: