Trinchero Family Estates aims to 'get back in black' in UK

By Gemma McKenna

Published: 29 January, 2014

Trinchero Family Estates is aiming to "get back in the black" in the UK, plug gaps in its market penetration and bring in new brands, following its decision to leave PLB and set up its own distribution.

Andrew Chapman, sales director for Europe, Middle East and Africa for the Californian firm, told harpers.co.uk that its main brand Sutter Home, average price £6.50, had started becoming a "problem child" and not making money.

Chapman said taking the decision to move the business away from PLB was not easy, but that it felt that as Trinchero is an 18 million, 9 l case winery, its UK business "should be stronger". "Sutter Home is not the only thing we do, we have 60 brands in the USA, of which over 30 are our own wines from California, Washington and Oregon."

Chapman said new brands that have potential at the moment include "rockstar winemaker" and YouTube sensation Joel Gott as well as Charles & Charles from Washington state. It is hoping to grow the over £7 California segment.

Trinchero will also be focusing on its Californian blend called Menage a Trois, which will be priced around £10. It sells 3 million cases globally and in the US is "the single bestselling red wine sku". "It's a sweeter style - the public really seem to like it and consumers want it. It's a blend of Zinfandel, Merlot and Cabernet Sauvignon, although we're also bringing out single varietals now. We get around the 'three' part of the name by using grapes from three regions," Chapman said.

Dealcoholised brand Fre now has around 55,000 to 60,000 cases in the UK and Chapman thinks it has more room to grow here too.

The firm also plans to strengthen its London presence, and Chapman has relocated to the capital to do that. He is currently in talks with wholesalers to see how best to develop the London business.

Read more on Trinchero's UK plans in our Q&A with Andrew Chapman.

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