Central Coast’s Seaglass, Non-Alcohol Fre Leading Growth For Trinchero

Napa Valley-based Trinchero Family Estates ranks as the fourth-largest wine marketer in the U.S. at approximately 17 million cases, according to Impact Databank, with volume led by its roughly 10-million-case Sutter Home brand. Lately it has seen Central Coast label Seaglass and non-alcoholic wine leader Fre post double-digit growth despite challenging conditions across the wine market.

Seaglass, led by its white wines, is nearing 600,000 cases in the U.S. after an 11% increase last year. “Consumer interest in aromatic white wines like Sauvignon Blanc and Pinot Grigio” is boosting the Seaglass range, Trinchero vice president of marketing Brie Wohld tells SND, with those varietals up 3% year over year versus a total 1% decline for the wine category. “At our core is Central Coast-sourced, high-quality wine at an affordable price.” Last year, Trinchero extended Seaglass with non-alcoholic Sauvignon Blanc and Pinot Grigio varietals, capitalization on growth in the low- and no-alcohol segment.

That same trend remains a tailwind for the Fre brand, which rose 10% to 380,000 cases in the U.S. last year and got off to another fast start in the early months of 2024. Fre’s depletions surged during January this year, up 29% as many consumers moderated their alcohol intake after the holidays.

The Fre franchise added a Sauvignon Blanc last June, which has been well received, and in August it followed up with Chardonnay and Cabernet offerings in 187-ml. format. “These offer consumers a ready-to-drink non-alcoholic option when they’re on the go or only want one glass of wine,” notes Wohld. “They also offer on-premise economical options for by-the-glass and mocktail programs.”

The increasing prevalence of health and wellness trends among consumers are continuing to drive strong growth in the non-alcohol segment, she adds. “Recent studies indicate many Americans are drinking less, and further to that, many are using non-alcohol beverages as a tool for moderation.”

But that doesn’t mean the younger cohorts that are driving the trend are abstaining completely. “It’s important to note that 94% of non-alc beverage buyers are also purchasing alcohol-containing beer, wine, or spirits, so we know that the majority of Fre buyers are incorporating it into their regular alcohol purchasing habits,” says Wohld. “We see this segment as an important addition to the bev-alc category overall.”—Daniel Marsteller

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