Namely non-pink, high-end wine.

By Laura Entis and Stephen Valdivia
May 25, 2016

You’re likely familiar with Sutter Home’s White Zinfandel, the unapologetically pink, sweet and unfussy wine known for its affordability.

Thanks to its success, Sutter Home is one of the largest wineries in the U.S. Today Roger Trinchero, whose father and uncle purchased the winery in 1947, serves as CEO of Trinchero Family Estates and its portfolio of more than 50 brands.

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He’s grateful to White Zinfandel; its success, he says, “really put us on the map.” But he doesn’t want to be defined by it. To that end, he’s tasked his nephew, Bob Torres, with building a new brand under the Trinchero name.

The result? Trinchero Napa Valley, an upscale winery that specializes in high-end cabernets. The wines, which range from $25 to $89, are on a different price tier than the $6 White Zinfandel.

For a company so long associated with a single brand, it’s a gamble. But the Trincheros are going all in. Torres says the company spent $36 million on the new winery, which is set to open a visitor’s center in June.

Check out the video above.

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