Trinchero Chief: We Identify What Consumers Want and Give it to Them

Weighing in at 18 million cases and over 50 brands, Trinchero Family Estates is the fourth largest wine company in the US. As a driving force behind white zinfandel, and more recently the explosion of red blends, it has built a reputation for innovating within the wine category. In keeping with that reputation, it entered the spirits category in 2013 and now boasts a collection of four brands.On a recent trip to St. Helena, your editor had the opportunity to