US wine brand hopes to ape craft beer success

A wine brand from California is hoping to ape craft beer’s success in the UK and open wine up to a wider audience via irreverent packaging and tongue-in-cheek names.

Based in Paso Robles, Chronic Cellars was founded by brothers Jake and Josh Beckett in 2008 and acquired by Winery Exchange in 2014.

The brand quickly became a cult success in the US for its red blends boasting eye-catching labels featuring sketches of skulls, devils and white rabbits.

Four red blends in the 14-strong range made predominantly with Rhône varieties will be sold in the UK: Purple Paradise, Dead Nuts, Suite Petite and Sofa King Bueno, with prices ranging from £16.99 to £21.99.

The brothers Beckett are targeting their wines at millennial consumers who are fans of craft beer brands, though stocks in the UK remain limited.

The pair are on a mission to smash preconceptions about wine being elitist, elusive and intimidating, and open up the category to a new legion of consumers.

Also in the range but not on sale in the UK is Spritz and Giggles, a Chardonnay-based sparkler; Grenache Blanc/Viognier blend Stone Fox and Kindly Swallows, a rosé made with Grenache, Petite Sirah and Zinfandel.

Before founding their own brand, Jake and Josh worked at esteemed Paso Robles estate Peachy Canyon for a decade.

The name Chronic Cellars may have been inspired by the 1992 Dr. Dre album The Chronic.