CF Napa Grapples With Zinfandel Rebrand Challenge

Parallels Between Winemaking and Wrestling

Due to high demand from their loyal clientele, Vinoce Vineyards was inspired to bring back their single SKU Zinfandel brand, “The Grappler”. They turned to CF Napa Brand Design to completely reimagine the brand that would now be an exclusive offering for their tasting room and wine club. Vinoce wanted to use the relaunch as an opportunity to reposition the brand with a bold, attention-grabbing design while maintaining a personal connection to the Vinoce Vineyards owner and the family’s love of wrestling.  There are many parallels between winemaking and the sport of wrestling (grappling). Both demand creativity, discipline, and hard, physical work to be rewarded with success.



CF Napa developed a colorful cast of six characters inspired by the vibrant tradition and masks of Lucha Libre (Mexican Wrestling). The labels are placed on the bottle at an angle to give the packaging a fun, rough-and-tumble vibe. The solution brought together the sport of wrestling and the Vinoce Vineyards owner’s residency in Mexico, while also honoring the many Mexican farmworkers that form the hardworking backbone of the wine industry. CF Napa created the series of unique masks to encourage imbibers to collect all six of the wines.



For nearly 50 years, CF Napa Brand Design has been a leader alcohol beverage branding and the design firm recently introduced a dramatic new website.