St. Helena, California-based C. Mondavi & Sons has unveiled The Divining Rod, its first new brand in more than 60 years.Rolling out nationwide in April, the label’s first effort will be a 2010 Santa Lucia Highlands Chardonnay, followed by a 2010 Alexander Valley Cabernet Sauvignon. Both wines will be priced at around $17 a 750-ml., and will target Millennials, according to COO Mike Jaeger. The brand is named for C. Mondavi co-proprietor and winemaker Marc Mondavi’s knack for finding underground sources of water beneath vineyard land.C. Mondavi’s existing portfolio features super-premium Charles Krug and accessibly priced CK Mondavi. Charles Krug is known for its estate grown, Bordeaux-style wines. Featuring Cabernet, Merlot, Chardonnay and Pinot Noir varietals, Charles Krug offers a core Napa and Carneros range ($18-$27 a 750-ml.) and Family Reserve range ($50-$75), as well as various limited releases. Charles Krug depleted 79,000 cases, up 4%, in calendar year 2011.