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Exclusive: Trinchero Enters Hard Seltzer Category

March 25, 2020

Trinchero Family Estates (TFE) is the latest winery to enter the hard seltzer category with the launch of Del Mar wine seltzer, which is shipping next week. Packaged in 4-packs of 355-ml. cans ($9), in four different flavors at less than 100 calories a can, Del Mar is targeted at active, wellness-minded wine consumers.

TFE is “conservatively looking to reach 100,000-plus cases in our first year,” said senior vice president of marketing Dave Derby, who added that Del Mar will be available in on- and off-premise accounts nationally. “While hard seltzer has taken share from the broader alcohol beverage category, we’re not concerned that Del Mar will impact other Trinchero Family Estates brands,” Derby said. Following the launch, TFE plans to introduce a variety pack, a popular option for malt-based seltzers.

Del Mar will be supported by outdoor, national, and regional print, digital, and POS advertising. Its introduction follows TFE’s launch of Fre alcohol-removed wine in cans in January, and last month’s launch of Barefoot hard seltzer by rival E.&J. Gallo Winery.—Terri Allan

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