Home Industry News Releases Stupendous Cellars Launches Devil’s Advocate Brand, Expands Distribution Footprint in Northeast

Stupendous Cellars Launches Devil’s Advocate Brand, Expands Distribution Footprint in Northeast


New York City, New York, April 18, 2019 – Stupendous Cellars (www.stupendouscellars.com), a wine company and division of Penrose Hill, Ltd, has announced the launch of its newest brand, Devil’s Advocate. This new addition is the third brand launched by Stupendous Cellars in under a year, following the October launch of Right Now and Bodewell. Boasting a portfolio of wines produced from prominent growing regions in California, Devil’s Advocate includes a red blend, and three single varietal wines: Cabernet Sauvignon, Sauvignon Blanc and Pinot Noir, all line-priced at $12.99. With the launch of Devil’s Advocate, Stupendous Cellars also expands its distribution network into the northeast.

“We’re proud and excited to be launching Devil’s Advocate and expanding our distribution for all our brands in New England,” notes Stupendous Cellars GM, David Weitzenhoffer. “With every bottle of Devil’s Advocate, you can be sure that you are getting the best wine, with every little detail taken care of. With so much noise in the industry, we seek to be the consumer’s beacon for good wine they can always trust.”

In Maine, Crush will join Valley to complete representation across all Stupendous Cellars brands and throughout the state. Calmont Beverage will serve Vermont; distribution in New Hampshire will be handled through Crush Distributing of New Hampshire; and Ruby Wines will serve Massachusetts.

Stupendous Cellars has additional distribution partners for its three brands across 23 states, including: Republic National Distributing Company (RNDC) in Texas, New Mexico and Oklahoma; Rave Associates in Michigan; Lohr Distributing in Missouri; Standard Beverage Distributing in Kansas; Select Sellers in Wisconsin; Murphy Distributors in Connecticut; and MHW Limited in New York and New Jersey.


Stupendous Cellars is dedicated to making high quality wine accessible, convenient and enjoyable. A division of Penrose Hill, Stupendous Cellars delivers a portfolio of wines that over deliver and showcase the finest expression of the region and terroir from where they are sourced. The company’s portfolio includes brands, Right Now, a suite of canned fine wines; Bodewell, a portfolio of wines showcasing distinct terroir, where for every bottle sold $1.00 is donated to Wine to Water; and now Devil’s Advocate, wines sourced from California’s prominent growing regions.