'07 Happy Camper Wine Vintage Coming in Fall
Exclusive Brands Inc., Concord, Calif., will offer its second vintage of Happy Camper wine this fall — marketed to appeal to the RVing and tenting crowd — following the success of its first offering two years ago.
Happy Camper features the characterized illustration of a generic silver travel trailer on the label of each of the brand's varieties — Merlot, Chardonnay and Cabernet Sauvignon.
“Happy Camper is not a large brand," Jeffrey Dye, company president, said in a news release, estimating that he will sell 1,500 four-bottle cases this year
Dye has advertised his wine, which is sold by a small number of campgrounds that have liquor licenses, in RV consumer magazines. He's aiming Happy Camper at two diverse groups — outdoor enthusiasts in general and the younger "millennial" generation, wine drinkers in their 20s.
“It's not for wine snobs," he said. "It's a new-generation fun brand."
Happy Camper is produced at a family-owned winery in the central California Coast community of San Martin about 30 miles south of San Francisco.
The 2006 vintage currently is marketed in 30 states with a retail price of $8.99, while the 2007 Happy Camper vintage is scheduled to be released later this year.
Dye is personally involved in making the wine. "I work with the winemakers to produce the wine," he said. “It is wine that celebrates the great outdoors. Camping and RVing is fun. They celebrate life."