NAPA, Calif., June 5, 2012 /PRNewswire/ -- C. Mondavi & Family, the family-owned wine producer of high quality wines is proud to announce its first new brand launch in over half a century. This new brand, The Divining Rod, is based on the real world "magic" of third generation winemaker and water witch, Marc Mondavi.
With the overwhelming amount of wizards, warlocks, vampires and werewolves both in print and filling our television and movie screens daily, it's obvious that people everywhere are obsessed with the mystical, but NO ONE expects their favorite bottle of wine to be crafted by a bona fide water witch. However that's just what Marc Mondavi is, a Water Witch (also known as a Dowser or Water Diviner). He has used his proven ability to locate underground sources of water to help establish vineyards for his family and friends all over California.
Now considered by many to be one of the top water witches in California today, Marc and his family have decided to create this brand as a tribute to both their family history in winemaking as well as the art of water divining, a.k.a. water witching or dowsing. This is a craft whose origins are as mysterious as the practice itself. The practice of water divination traces its modern roots back to Europe in the 1500s, but earlier records trace the craft back to mentions by Herodotus the Greek in the 5th Century B.C. It has commonly been used to find underground water, but it has also been employed to locate precious metals, gems, oil and other materials or objects.
"I have been water witching since I was just a teenager. It usually catches people a bit off guard the first time they see it, but my track record speaks for itself; I've been able to find water where geologists have come up dry," says 56-year-old winemaker Marc Mondavi. "I basically grew up in the vineyards learning about viticulture and winemaking. This new brand is first and foremost a tribute to my winemaking heritage of which I am very proud. It allows me to leverage all of my practical winemaking skills with a unique talent I have perfected over the years, a talent that some may think is a little more supernatural that normal."
The Divining Rod wines are available nationwide and currently consist of a 2010 Santa Lucia Highlands Chardonnay and a 2010 Alexander Valley Cabernet Sauvignon - both retail for approximately $17.
The Divining Rod wines are sourced from ideal locations that Marc likes to consider hallowed ground. Alexander Valley was chosen as the perfect sanctuary for their Cabernet Sauvignon and their Chardonnay hails from the sacred grounds of the Santa Lucia Highlands. Exceptional vineyard conditions provide them with superior quality grapes from which their elegant, balanced and expressive wines are crafted. "We love these wines. In fact, we think they're 'Divine'," Mondavi states with a wink.
To build excitement behind The Divining Rod wines and the foundation from which they were built, C. Mondavi & Family is also announcing a Facebook campaign, "The Divining Rod: Not Just Natural, Supernatural," commencing June 1st and concluding June 30th. The family is encouraging consumers to visit their new Facebook page (https://www.facebook.com/TheDiviningRod) and enter their sweepstakes to win one of 25 Divining Rod Party Kits as well as to stay informed of the magical and mystical goings on with The Divining Rod wines. Winners will be selected at random on July 15th.
About C. Mondavi & Family:
Established in the 1940s by Italian immigrants Cesare and Rosa Mondavi, C. Mondavi & Family remains a family-owned business which has thrived for generations to produce fine wines for a variety of occasions and consumers. Built on a foundation of family values, hard work and European winemaking traditions, the winery offers a portfolio of wines for special occasions and everyday gatherings of family and friends. Day to day operations are handled by co-Proprietors Marc Mondavi and Peter Mondavi Jr., both sons of legendary Napa Valley wine icon Peter Mondavi Sr. who serves as the company's President and CEO. The family is now proudly welcoming members of the fourth generation to the business, continuing a legacy started almost 70 years ago and setting a foundation for generations to come.
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SOURCE Divining Rod Wines