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Ménage à Trois Midnight Dark Red And Prosecco Enjoy Fast Start, Driving Continued Brand Growth

June 29, 2015

A pioneer within the thriving red blend segment, Trinchero Family Estates’ Ménage à Trois has grown by 80% to around 2.5 million cases over the past five years, thanks in part to the brand’s continued dedication to innovation. The range, which originally featured a trio of red, white and rosé blends, now includes 10 different varietals, as well as three vodka offshoots. One of Ménage’s most recent launches—Midnight Dark Red Blend, which debuted late last year—has emerged as a standout, with the label reaching 175,000 nine-liter cases in Nielsen channels in the 52 weeks through April 25.

“We learned that consumers were willing to try new red blends because of the trust Ménage à Trois has established,” says Mark Dunlea, marketing director for Trinchero Family Estates. “As the red blend customer evolves, the addition of line extensions such as Midnight (help us) cover just about every wine demographic.”

Priced in line with the core Ménage à Trois blends at roughly $12.99 a 750-ml., Midnight Dark Red Blend is made with Merlot, Cabernet Sauvignon, Petit Verdot and Petite Sirah, compared with the blend of Zinfandel, Merlot and Cabernet Sauvignon in the brand’s traditional red. The Ménage à Trois red blends account for more than two-thirds of the brand’s total wine sales, according to Dunlea.

Also launched last year, Ménage à Trois Prosecco DOC—made from 100% Glera grapes—has made a promising debut, positioned at the relatively-accessible price point of $14.99 a 750-ml. In the 52 weeks through April 25, the sparkling entry sold more than 14,600 nine-liter cases in Nielsen channels, and according to Trinchero, Ménage à Trois Prosecco moved around 43,000 cases over the past 12 months. “As a category, Prosecco is actually outpacing the growth of red wine—it’s a great complement for the portfolio,” notes Dunlea, adding that Ménage à Trois plans to continue its prolific product development strategy, with a new entry likely to launch in the coming months.

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