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Trinchero Rolls Out New Rum Range, Sugar Island

September 5, 2013

Trinchero Family Estates has created a new rum brand, Sugar Island, to join its spirits division, TNS Brands, which was launched last year. Made with Caribbean sugar cane, Sugar Island features spiced and coconut-flavored expressions, both retailing around $18.99 a 750-ml.

The rum marks the first in-house product innovation for the Trinchero spirits division. “Rum was a strategic choice (for us) as our next spirits category, with 17 straight years of growth driven by flavors, led by spiced and coconut rums,” the company said. Sugar Island is priced slightly above E&J Gallo’s rum brand Shellback, which debuted last summer and depleted 50,000 cases in a half-year on the market in calendar 2012, according to Impact Databank.

Trinchero opened its TNS Brands unit a year ago with the rollout of Cruz Tequila ($44.99-$52.99). The TNS line also includes Tres Agaves Tequila ($27.99-$37.99) and a line of Tres Agaves mixers ($9.99-$10.99).

In recent years, wine companies have been diversifying into spirits at a significant rate. Trinchero competitors who’ve made the move to spirits include Gallo, Palm Bay, Deutsch Family Wine & Spirits, The Wine Group, The Other Guys and Terlato Wine Group.

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