Exclusive: Trinchero Family Estates Enters Canned Wine SegmentJune 3, 2019
Add Trinchero Family Estates (TFE) to the growing list of U.S. wineries now packaging in cans. Shanken News Daily has learned that the Napa-based wine company will release Pomelo Sauvignon Blanc and Rosé in 375-ml. cans nationally on Friday, at a suggested retail price of $6. The Pomelo brand, which Trinchero acquired from Randy and Megan Mason in 2017, was up sharply last year from a relatively small base, increasing by 42% to 54,000 cases, according to Impact Databank.
According to Pomelo marketing director Brie Wohld, while the company anticipates that the off-premise will be the primary driver for the new package, “on-premise presents some interesting opportunities, as more restaurants explore the delivery and pick-up/take-out space.”
Wohld says that Pomelo was the best fit for cans among TFE’s portfolio of brands, but that “nothing is off the table” for a brand such as Sutter Home, TFE’s top label by volume. Sutter Home, which sells around 10 million cases annually, is the leader among wines packaged in 187-ml. bottles and recently expanded into 500-ml. Tetra Pak packaging, a space where portfoliomate Bandit also competes.
TFE joins other major wine marketers including E.&J. Gallo, Treasury Wine Estates, and The Wine Group, as well as a number of smaller wineries, in the rapidly growing canned wine segment. Canned wine sales surged 69% in Nielsen channels last year, reaching more than $69 million in retail sales. The launch of the non-vintage Pomelo cans will be supported with social media and digital/mobile advertising, Wohld says.—Terri Allan