O’Neill Vintners & Distillers has acquired Rabble Wines of Paso Robles, California. Rabble Wines was founded in 2010 by Rob Murray and found a following among a younger demographic as the first winery to use augmented reality on its wine labels.

“O’Neill is laser-focused on creating sustainable growth through our innovative brands and offering approachable wines to Millennials and upcoming Gen Z consumers,” said Jeff O’Neill, CEO of O’Neill Vintners & Distillers. “Rob has created a unique brand that maintains relevance in an industry that frequently finds itself a little behind.”

Source: Paso Robles Daily News, January 2021