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Premium Sweet Spot Propels Portfolio Gains For Trinchero

April 17, 2018

Trinchero Family Estates, the fourth-largest wine marketer in the U.S., sells more than 17 million cases annually, with its Sutter Home brand accounting for more than 10 million cases, according to Impact Databank. But while Sutter Home continues to drive volume at the entry level, Trinchero is seeing much more dynamic progress within the $10-$15 range, with brands like Ménage à Trois, Joel Gott, and Seaglass carving out impressive gains.

Trinchero’s second-largest brand by volume, Ménage à Trois has expanded by more than 60% since 2010 and is now approaching 3 million cases after growing by 3% last year. A pioneer of the red blend trend, Ménage à Trois now comprises a total of 17 expressions, with the latest—Decadence—joining the roster late last year. A Cabernet Sauvignon sourced from California’s Lodi, Monterey, and North Coast regions, Decadence retails at around $14 a 750-ml.

Growing more rapidly is portfoliomate Joel Gott, which earned Impact “Hot Brand” honors after rising 11% to roughly 860,000 cases for 2017. Produced in partnership with Joel Gott Wines, the brand features more than 15 offerings sourced from California, Oregon, and Washington, retail priced at between $10-$15. The range’s top sellers include its 815 Cabernet Sauvignon, Sauvignon Blanc, and Unoaked Chardonnay, all from California. Joel Gott’s recently added California Pinot Noir and its Oregon stable—which includes a Pinot Gris and Pinot Noir—are also gaining traction.

“Oregon is driving wine category growth, especially at above $10,” says Dave Derby, senior vice president of marketing for Trinchero Family Estates. “And Joel Gott wines from Oregon are outpacing (the category) as consumers look to explore this emerging region.”

Seaglass, another Hot Brand honoree, is similarly picking up speed, surging more than 15% to nearly 300,000 cases last year. Featuring a lineup of seven varietals, the Central Coast brand’s most popular label is its Santa Barbara Sauvignon Blanc. More recently, Seaglass’s Santa Barbara Pinot Grigio has also gained momentum, posting a 40% sales increase last year, according to Derby. The brand, which retails between $13 and $15, has traditionally performed well along the northeastern seaboard, and Trinchero is looking to accelerate growth in other regions moving forward. “Far and away our biggest opportunity with Seaglass lies in expanding distribution,” notes Derby. —Christina Jelski

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