“Available,” A Globally Sourced Label From Taken Wine Co., Focuses On MillennialsDecember 14, 2015
Trinchero Family Estates’ Taken Wine Co. unit, formed in 2010, continues to add to its stable of millennial-focused brands. Led by winemakers Carlo Trinchero and Josh Phelps, Taken Wine Co. made its debut with the Napa-sourced Taken red blend ($35-$40), followed by the launch of Sonoma- and Central Coast-sourced Complicated ($18-$23). This fall, the unit unveiled an entry-level lineup called Available ($13), adding roughly 10,000 cases to its portfolio, and bringing its total production to more than 50,000 cases.
Launched nationwide in recent weeks, Available’s initial offerings include a Pinot Grigio, as well as a red blend made with 50% Sangiovese, 25% Cabernet Sauvignon and 25% Merlot. Both entries are sourced from Puglia, Italy. According to Trinchero, Taken Wine Co. plans to grow the lineup looking ahead with around four more labels sourced from various international wine regions.
“With this brand, we want to introduce wines from around the world to the Millennial generation. We want them to be terroir-driven, but not so much that you need to be a master sommelier to understand and appreciate them,” says Trinchero, adding that the brand’s modern label design and simple name gives Available a point of difference on Italian wine lists, where it sells around $8-$10 a glass.
Taken Wine Co.’s current top seller is its Complicated Chardonnay, which accounts for around 15,000 cases of sales, and is joined by a Complicated Pinot Grigio and Complicated red blend made with Grenache, Syrah and Carignan, at 9,000 cases and 7,500 cases, respectively. The group’s Taken tier, meanwhile, features a single entry—a red wine made with 60% Cabernet and 40% Merlot that recently received a 90-point score from Wine Spectator for its 2013 vintage, and accounts for 10,000 cases.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.