Media Contact: Gwen Hoover
Kestrel Communications
(610) 285-6181 or email ghoover@kestrelmarcomm.com

For Immediate Release

Women and Wine: Rainier Wine Launches
FEMALE-Targeted Brand: Mad Housewife
Eye-Popping New Brands First to Specifically Target Women

SEATTLE—March 7, 2005—-Rainier Wine recently announced the founding of its company and its new, exciting lifestyle wine brand that speaks directly to women: Mad Housewife.

In creating Mad Housewife, Rainier Wine applied time-proven product development and marketing techniques effective in traditional consumer packaged goods to its own product, an unconventional practice in the wine industry. The company spent nearly a year conducting nationwide testing panels to let women design and create wines that they would buy regularly. Utilizing extensive testing in 10 metropolitan markets and comprehensive Internet surveys of hundreds of wine-drinking women, Rainier crafted Mad Housewife specifically targeting the lifestyles of the largest segment of the market.

Co-founders Damian Davis and Mike Lynch recognized that purchasers and consumers of more than half of the wine in this country are women, yet women have been left without wines packaged specifically for their desires and sensibilities. Conversely, beer caters specifically to its largest purchasing segment (men) with carefully designed packaging and point of purchase materials.

Rainier's inaugural offerings carry California appellations. Each is available now at a suggested retail price of $9.99 per bottle: 2003 Mad Housewife Chardonnay; 2002 Mad Housewife Cabernet Sauvignon. The company has initially launched its brands in the Pacific Northwest with broad distribution including Alaska Distributors. Select Whole Foods, QFC, Fred Meyer, Thriftway, and Puget Sound area grocers are currently carrying the brands and swift sales of its Mad Housewife brand are already being noted.

"We will continue to develop brands that have 'legs' not only in terms of their varietal extensions, but also by evolving the character of each brand story, such as seasonally changing Mad Housewife labels, which keep the product fresh and our customers excited," said Lynch.

In addition to an experienced operational and marketing team, Rainier Wine recruited an accomplished Advisory Board which includes Steve Burns, former Executive Director of the Washington Wine Commission.

"Offering wines to under-served wine-buying markets such as women is a refreshing approach," Burns said. "Rainier creates wines for everyday drinking, without snobbiness, which is helping the company grow quickly; Mad Housewife, with its cheeky point-of-sale, is making a household name for itself and moving inventory in the process."

Rainier Wine recognizes that wine should never intimidate, make you think too hard, or create a new line item in your budget. Above all else, wine should be fun, relaxing, memorable, and something you can afford to look forward to at the end of each and every day.  For more information on Rainier Wine, contact Mike Lynch at (425) 378-9463, e-mail Mike.lynch@rainierwine.com or visit the company Web site at http://www.rainierwine.com.

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