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Trinchero Adds Silk, New “Soft Red Blend,” To Ménage à Trois

September 3, 2015

Trinchero Family Estates is launching Ménage a Trois Silk, characterized as a soft red wine intended to take advantage of ongoing strength in the red blend category. A blend of Pinot Noir, Malbec and Petite Sirah, Silk is seen as a lighter, softer, companion to Ménage à Trois Midnight, the highly successful darker red blend introduced last year. Both retail at around $14 a 750-ml. In announcing the launch, Ménage à Trois marketing director Mark Dunlea noted that the red blend category was up 16% in Nielsen channels in the 52 weeks through June 20, and is close to becoming a $1 billion segment in the scan environment. Ménage à Trois rose 12% to 2.5 million cases in the U.S. last year, according to Impact Databank.

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