Each red arc joins two things shoppers ask about that the brands keep apart. Thicker arcs hold more value. The needle sweeps over each opening in turn; the crawling-dash arc is the one a rebrand can claim most easily. Hover any arc or card to read how to close it.
Each arc marks a place where shoppers ask one thing and the labels answer another. The focal arc, the one with the crawling dash, is the Napa sparkling opening: shoppers ask whether a bottle earns a celebration and whether they can visit the winery, and the labels answer with dosage levels and Champagne comparisons. That arc belongs to Mumm Napa, which Trinchero has to rename anyway, and it's in premium sparkling, which is still growing. The thickest arc by volume is Ménage à Trois, a 1990s wink that can't speak to the lighter drinker it's now chasing. The non-alcoholic opening belongs to FRE, which owns "is it safe" but is missing from "is it good." Sutter Home, Trinchero's biggest brand, has the highest stakes but is too big to rebrand. The quiet-premium arc is a story to promote, not a brand to rebuild.