Every owned brand placed by price, from the under-$12 wines at the bottom to premium sparkling at the top. Circle size tracks how much each brand sells. The six brands a rebrand could touch carry a cobalt ring; the rest are context. Hover any brand to read where it sits and why. Click to pin. Mumm Napa is at the top, in premium sparkling, which is still growing.
The largest circle is Sutter Home, near the bottom: about 58 percent of all the wine the company ships, priced under $12, the prices shoppers are dropping fastest. Most of Trinchero's volume is down there. Two brands run the other way: FRE, the largest non-alcoholic wine in America and still growing, and Mumm Napa, the premium sparkling Trinchero owns outright. The six cobalt-ringed brands are the ones a rebrand could touch. The volume points down, the growth points up, and the best brand to rebrand is at the top: Mumm Napa, which Trinchero has to rename anyway.