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Exclusive: Trinchero Makes Non-Alcohol Play, Launching Fre Brand In Cans

January 23, 2020

Trinchero Family Estates will soon ship Fre alcohol-removed wine in single-serve cans. Dave Derby, Trinchero’s senior vice president of marketing, tells SND that the new packaging—4-packs of 250-ml. cans retailing at $11—will expand usage occasions for the non-alcohol label.

“Just like Pomelo cans did for our Pomelo brand, we think Fre cans will attract new customers and give our current customers more flexibility,” Derby says. Expected to ship at the end of the month, the cans will initially feature Fre sparkling rosé and sparkling brut, with the potential for more offerings to be added moving forward.

The new package will be targeted to on-premise accounts, as well as the convenience, transportation, and golf and recreation channels. TFE notes that 35% of American adults lead an alcohol-free lifestyle, and it expects the non-alcohol category to continue to grow with the rise of the millennial and Generation Z demographics.—Terri Allan

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