Trinchero Enters Spirits With Cruz TequilaJuly 24, 2012
Napa’s Trinchero Family Estates is joining the growing ranks of wine marketers opting to enter the spirits industry, announcing the addition of Cruz Tequila to its portfolio. Trinchero has formed a dedicated spirits unit, TNS Brands, to roll out Cruz’s 100%-agave Silver ($44.99 a 750-ml.) and Reposado ($52.99) variants beginning in early August. More Trinchero spirits launches will likely follow, the company told Shanken News Daily.
Cruz was previously self-imported to the U.S. It’s currently available in Arizona, Texas and Colorado and sells around 3,000 cases annually. Under Trinchero, the brand will benefit from the readymade distribution platform provided by Trinchero’s wine business, which includes the U.S. market’s third-largest wine brand, Sutter Home, as well as rising premium labels like Ménage à Trois, Bandit, Sycamore Lane and Joel Gott.
Several of Trinchero’s wine competitors—like E&J Gallo (with New Amsterdam gin and vodka and Camarena Tequila), The Wine Group (with Cupcake vodka, Flipflop rum and Coyote Gold All-Natural Margarita) and The Other Guys (with Uncle Val’s gin and Masterson’s Rye whiskey)—have also expanded into spirits of late.
Trinchero president and COO Bob Torkelson said, “As the demand for spirits—and specifically Tequila—continues to grow, we feel the timing is right to expand into this important market.”
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