Developed in partnership between the Deutsch Family and Les Vins Georges Duboeuf in response to a consumer need among young adults for a fun and approachable, yet stylish and sophisticated brand that reflects their social networking style and reinforces the feeling of being ’at the center of it all.’ Coined in the 18th century, the term hobnob refers to people drinking to one another, clinking glasses, rubbing elbows, celebrating various moments and milestones. Safe to say those early adopters were toasting different accomplishments and occasions, like successful harvests, jousting victories and avoiding the gallows. These days, with longer life expectancies, fewer arranged marriages and the power of electricity, there are more reasons to hobnob than ever: like an outdoor summer concert with friends, a more private moment with a crush on a city rooftop, even mingling with your crew at an underground club. Rejoice and raise your glass.