![]() Environmentally they are much lighter and easier to ship because there isn’t the weight of the glass. Not only was it a progressive idea, but there were a lot of advantages to it. Gott: Tetra Paks are very common in other countries, and after we all came across it on several of our individual journeys, we thought it seemed to make a lot of sense to bring it to the United States for several reasons 2004 was our first production year. W&V: Why did you decide to put your Bandit wines in the half-liter and one-liter Tetra Paks? After about five years, we finally decided to discontinue it because the jugs had run their course. Ultimately, we were making 100,000 cases per year. We were continually surprised at how well it took off, and the brand grew much bigger than we anticipated. There was a lot of nostalgia attached to the jug, but it had somehow lost its appeal in the modern age, so we decided to revive it. We did this because the Zinfandel was so popular that we decided to offer more compelling wines to our customer base. After the first vintage, 2003, we expanded to Napa Cab, and after the third vintage we expanded to Tempranillo from Spain and California Syrah. Gott: We decided that a one-liter jug would be such an iconic package to sell Zinfandel in-as it had been done in the 1940s and 50s. How did you decide on that package, and why did you discontinue it? W&V: Your first packaging innovation for the Three Thieves brand was the one-liter jug. It all came together and just seemed to make sense-that we were creating a legend of some sort. There were three of us, and we considered ourselves thieves because of the prices we were getting. Joel Gott: We were getting wine at a steal and selling it to the masses. Wines & Vines: How did you and your partners come up with the Three Thieves name? Helena burger spot that now has three locations. The Thieves’ most recent endeavor has been a television show for the Cooking Channel.Īlong the way Gott, 40, and his brother, Duncan, also revitalized Taylor’s Automatic Refresher-renamed Gott’s Roadside-a St. Three Thieves also produces and distributes the Newman’s Own wines. Three Thieves, which aims to bring value to the consumer and is known for its innovative packaging, started with Zinfandel in a one-liter jug and now produces the Bandit brand in Tetra Paks as well as a brand called The Show, which is in a more traditional package. ![]() Not so with Three Thieves, the company he started with Charles Bieler and Roger Scommegna in 2003. ![]() Gott has followed a fairly traditional approach with his eponymous brand, which he works on with his winemaker wife, Sarah. Joel started in the business after high school as an apprentice to winemaker Mike Lee at Kenwood Vineyards in Sonoma County. His grandfather, James Gott, was a winemaker and president of Inglenook in the Napa Valley during the 1960s and 70s, and his father, Cary Gott, founded Montevina in the Sierra Foothills, made wine at Mumm Napa Valley and was president of Sterling Vineyards. Joel Gott grew up in the wine business: He’s a fifth-generation winemaker. ![]()
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