The thrill of the hunt: Gauge Wines inspired by ‘the meals you catch’

By L. PIERCE CARSON, Register Staff Writer

Hoping to fire a shot heard around the world — or at least from coast to coast — a trio of Napans is targeting outdoorsmen with a new brand of affordable, easy-to-drink wine.

With the launch of wines called 20 Gauge Chard and 12 Gauge Cab, two avid hunters and a savvy salesman entered the marketplace with sights set firmly on men and women who enjoy hunting game, both large and small.

Intent on speaking to “a different demographic — one that has not been targeted in wine tasting and promotions” — Bjorn Larson and John Putnam, the hunters, and vintner Trent Moffett are marketing to individuals they encounter in the outback, in duck blinds and on calm rivers and lakes at sunrise.

They figured calling their brand Gauge Wines would get the attention of huntsmen, especially with the use of hunting terminology and camouflage patterns as part of their marketing effort.

“Gauge Wines aren’t inspired by the meals you cook,” says Moffett. “They’re inspired by the meals you catch.”

Larson and Putnam love to hunt as much as they enjoy wine, serious endeavors for both young men. In fact, Putnam’s love of the hunt occasionally takes him as far as the pampas of Argentina.

The two hunters were sloshing about in their waders one promising morn when the idea for launching a wine brand hit them. They thought it would be a good idea to brand some accessible, bang-for-the-buck wines that would appeal to others who enjoy their sport.

“And Gauge just seemed like the right name for it,” Larson insisted as he poured a shot of chardonnay for an all-ears journalist. “We’d be able to speak to a different demographic in their language.”

They quickly brought Moffett on board, a guy who not only enjoys chowing down on their bounty but also knows a thing or two about marketing wine.

In fact, Moffett is, in the trade, what one could call a wine “hunter,” or negociant. He shops around for some choice unfinished, unblended wine for one of his own labels, then has it blended to his liking and markets it under the C & T Cellars label — a project that presently offers five wines for under $20 a bottle.

He felt the proposal from his two friends was sound and complemented his current business model — one that also includes wine from his own Moffett Vineyards. He also serves as CEO of Livingston-Moffett Wines, a brand launched by his parents more than two decades ago.

Putnam has previously served as art director for a San Francisco ad agency. He says Gauge Wines will now be a full-time job. Larson owns and manages rentals in the Napa Valley and other spots in the world, and also tends a small vineyard on Howell Mountain.

As for their venatic preferences, Larson is a fisherman who also enjoys hunting birds. Putnam is also a bird hunter who’s gone as far as Argentina to hunt dove and spear fish. He spends very little on commercial meats and fish, preferring instead to consume what he catches.

Wine in their sights

Made from fruit harvested in 2006, the initial 20 Gauge chardonnay consists of wine from Anderson Valley, while  ’05 12 Gauge cabernet sauvignon is a blend of cabernet sauvignon from Howell Mountain and Paso Robles along with some merlot from St. Helena. Soon be added to the portfolio is a 10 Gauge zinfandel.

Moffett said part of the challenge in launching the new brand was in hunting around for great wine available on the spot market. That’s the thrill of the hunt he enjoys.

Logo for Gauge Wines is the back end of shotgun shell, while the label includes a camouflage pattern also covering the 12 bottle boxes the wine comes in.

Since last fall, more than 50 cases of Gauge Wines have been sold by JV Beverage Warehouse in Napa, where it’s regarded as one of the fastest-moving wines in stock. The camouflage-patterned boxes have attracted attention, as a few patrons have taken the boxes even though they did not purchase all the wine inside, leaving a few bottles behind on the floor. Gauge retails for $11.99 a bottle.

Locally, diners can find Gauge Wines on lists at Cindy Pawlcyn’s two restaurants, Mustards Grill and Go Fish.

Test markets for Gauge Wines are California, Texas, Louisiana and South Carolina. Some proceeds from wine sales are earmarked for water fowl conservation, especially lowland hunting preserves in Louisiana and other Gulf states decimated by Hurricane Katrina.

The trio behind Gauge Wines hopes to appeal to beer drinkers who enjoy a glass of wine now and then as well as upscale hunting clubs.

“We want to get to people who are just starting to drink wine,” Moffett says. “This isn’t wine to swish and spit. This is wine for drinking. This is wine for celebrating.”

“It’s for people who want to enjoy wine but not feel the need to talk about it,” adds Putnam.

“We want people to have fun while enjoying wine ... to have fun with us,” Moffett concludes.

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