California-based Trinchero Family Estates ranks as the fourth-largest wine marketer in the U.S. in volume terms at just under 16 million cases, according to Impact Databank, with its top brands including Sutter Home, Ménage à Trois, Joel Gott, Seaglass, and Fre, among others. Trinchero has also built an imported wine portfolio with labels such as Famiglia Cotarella, Ceretto, and San Polo; is active in spirits with Tres Agaves Tequila, Hanson’s Vodka, and Amador Whiskey; and has a newly formed Heritage Collection of higher-end wines that includes the Trinchero Napa Valley, Quattro Theory, and Neyers Vineyards brands among others. SND executive editor Daniel Marsteller recently met with Trinchero president and CEO Bob Torkelson at the company’s St. Helena headquarters in Napa Valley for an update.
SND: What’s your take on the industry landscape at the midway point of the year?
Torkelson: There are numerous variables that are very difficult to isolate in terms of their impact. But you take the economy, demographics, younger people and their changing tastes, and then some of the negative narrative around alcohol in general, and they’ve all had their impact on us.
But on the other side of it, I’m optimistic that we’re still a beverage that’s been around forever, that’s closely linked with food, and that the American public still has a long way to go when you compare per-capita wine consumption with other countries. We’ve been dealt some difficulties this year, but that follows about 25 years of smooth sailing in the industry. So I think it’s a shock for people who haven’t been in business as long as the Trinchero family has.
SND: What are Trinchero’s top priorities from a brand perspective?
Torkelson: Gaining share in our big commercial brands—Sutter Home, Joel Gott, and Ménage à Trois—is important to us. But at the same time, we’re developing different things that we can present to the consumer. It’s all about giving the consumer what they want.
Seaglass, from the Central Coast, was principally built on a platform of aromatic whites. Sauvignon Blanc and Pinot Grigio are categories that are resonating. The acceptance level on that brand is good and it’s in growth mode. The other thing that we have a head start on is non-alcohol wine. With the Fre brand, we’ve been removing alcohol from wine for 30 years. It’s performing quite well, and it has more mass appeal and broader distribution because it’s been around longer than other brands.
Last year we also added alcohol-removed Pinot Grigio and Sauvignon Blanc to Seaglass. Removing alcohol from those lighter aromatic whites seems to work better than other varieties. We also have a brand called Luminara, which is Napa wine from which we remove the alcohol. It’s a higher-end experience for the consumer, there’s some oak on it, and it’s aimed at people used to drinking more sophisticated wines.
SND: What trends in the market do you see opportunity for Trinchero to exploit moving forward?
Torkelson: It’s really about a better connection with the consumer. We’re investing in digital to further that connection, especially with younger audiences. Alternative packaging is an area that’s resonating. We’ve got a brand called Atomic Boss, which is in a Tetra Pak, and that’s getting traction with 25-30-year-olds. It’s a sweeter profile, easy to drink, and in a convenient format.
Another one is Bottle Rocket from Charles Bieler. It’s a spritz made with sparkling rosé, blood orange, botanicals, and terpenes. It’s got a cool package with a crown cap, and it’s been very well received as we’re rolling it out. That kind of thing can bridge the gap with younger folks who are embracing the category in a more casual way.
SND: Any other recent or upcoming launches you’re excited about?
Torkelson: Joel Gott has developed a light Sauvignon Blanc, where we’re removing some calories and bringing down the alcohol level. That’s rolling out just this month. We’ve also tested lighter-style wines with Ménage à Trois at Target and the results were very good, so we’re going to roll broader. The consumers is interested in the lighter, lower-alcohol style.
We’ll have more with Trinchero president and CEO Bob Torkelson in the second part of this interview.
