EXCLUSIVE: Trinchero Overhauls Sutter Home In Major Brand Revamp
March 5, 2013Trinchero Family Estates has completed a major rebranding of Sutter Home, its largest wine label, with the new packaging starting to ship this month. Changes include a brighter color palette distinguishing Sutter Home’s lineup of 20 wines, a revamped crest, refreshed logo, refined foil borders, and a geometric pattern on the label bearing the differentiator, “Family Owned In The Napa Valley.”
One key alteration is the removal of the image of the Sutter Home Victorian house from the label in favor of a less cluttered design. The brand’s updated back labeling is specific to each varietal and includes a new “flavor profile bar,” which notes where the wine falls along the sweet-to-dry spectrum. The back label also touts the brand’s new tagline, “Share good times. Sutter Home.”
Trinchero senior director of marketing Wendy Nyberg tells Shanken News Daily the Sutter Home overhaul was two years in the making. The changes result in a cleaner, more youthful brand profile, she says, and should help draw a younger audience into the franchise. The revamp extends to all formats of the brand, including its popular four-packs of 187-ml. bottles. The decision to change the four-pack’s look was a difficult one, Nyberg says, because of Sutter Home’s dominance in that segment (it owns around a two-thirds market share). But ultimately the cleaner labeling and a taller design were instituted there as well.
Last year, Sutter Home inched forward by 0.3% to 10.79 million cases in the U.S. market, according to Impact Databank, but was leapfrogged by surging competitor Barefoot (E&J Gallo) as the second-largest wine brand in the U.S. market. While progress has slowed a bit recently, Sutter Home has had a strong run over the medium term, adding more than 3.5 million cases to its U.S. total since 2005.
Looking ahead, the Trinchero label will continue to duke it out with Barefoot and others in the market’s value segment—especially in the Moscato category that’s been driving so much of the wine market’s growth over the past couple years. Sutter Home debuted two new Moscatos—Red and Pink Bubbly—last year, as well as a Pink Pinot Grigio that the company likens to an off-dry rosé.
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Tagged : Trinchero Family Estates, wine
