Issue link: http://digital.copcomm.com/i/61075
BRAND PROFILE Going Coastal N by David Gadd o one who has ever walked an ocean shore is immune to the allure of those translucent pebbles known as sea glass—jewel-colored bits of broken bottles, worn smooth by the waves and polished by the sand. Their soft colors reflect the deep secret of the sea and their inner glow hints of treasure soon to be revealed. Trinchero Family Estates (TFE) sought to capture the magic of these haunting stones in a wine brand. SeaGlass is designed to appeal to the beachcomber in everyone. The line debuted in 2008 with a varietal Sauvignon Blanc that has become a runaway success. A Riesling was added in 2010; Chardonnay and Pinot Noir followed in 2011. A Pinot Gris will be released in May of this year, adding yet another wildly popular varietal to the portfolio, which is line-priced at a very summery $9.99. "Stylistically, everything comes from the coast—from Santa Barbara to Monterey," explains Jason Hart, National Accounts Marketing Manager for brand owner Trinchero Family Estates. In keeping with the coastal theme, the sleek, clean SeaGlass packaging has a rustic beachside vibe that practically demands an Adirondack chair and sunblock. But surprisingly, the California-based brand has established a beachhead in markets on the other coast. "Traditional wine-volume states—California, Florida, Illinois—are not where this brand has the most traction," Hart notes. Currently, Massachusetts is the largest market, with 17 percent of the business, and the Northeast region accounts for a whopping 39 percent of all SeaGlass sales. Wine retailers—especially those within a beach ball's toss of the Atlantic—are dazzled by SeaGlass, as are their custom- ers. "I knew as soon as I saw it that SeaGlass was a wine for us," says Andrea Pendergast, owner/manager of the Cape Cod Package Store in Centerville, MA (see sidebar). Her fine wine and liquor store was one of the first to stock the brand, beginning with the debut of the SeaGlass Sauvignon Blanc in 2008. She notes that sales doubled between the brand's introduction and the following year, and that sales have remained strong long well after the launch—"something you can't say about many brands." At Curtis Liquors locations in coastal Weymouth and Cohasset, south of Boston (see sidebar), owner Rick Curtis notes that his customers gravitate toward SeaGlass because of the beach-inspired concept. "But some 'concept' wines have come and then gone," Curtis notes, "because the wine in the bottle didn't back it up. The thing that keeps customers coming back is what's in the bottle—and SeaGlass has that." On-premise accounts, too, have found a secure place for SeaGlass on their lists—especially when paired with the day's catch. Important nationwide chain The Oceanaire Seafood Room, for example, offers its customers a near-irresistible deal: a dozen fresh-shucked oysters with a chilled bottle of crisp Seaglass Sauvignon Blanc for a fixed price. At Burtons Grill, an upscale American grill with seven locations on the Eastern seaboard (and three more on the way), the SeaGlass Sauvignon Blanc is a by-the-glass staple. "SeaGlass started as a summer special and went over well, so we added it permanently," says co-founder and COO Kevin Rowell, who notes the brand's value aspect. "Our customers are looking on the affordable side of the list these days." With a brand that delivers on both the visual and value fronts, TFE has a clear winner in SeaGlass. The SeaGlass Riesling and Sauvignon Blanc catch some waves. TRINCHERO FAMILY ESTATES CAPTURES THE IMAGINATION WITH SEAGLASS, A WINE FOR THOSE WITH THE OCEAN IN THEIR SOULS 78 / the tasting panel / april 2012