Trinchero Napa Valley Shines
Trinchero Napa Valley
Getting a sneak peek into an incredibly successful family-owned wine estate is truly an honor, but when they do it on your birthday, it’s a special treat. I had just that luck when I attended the press event for Trinchero Family Winery’s new tasting room and VIP facilities. Featuring over 5,000 sq ft of modern California-style design it embraces the Trinchero family history while embracing today’s quality-driven consumer.
The drive from Napa to Trinchero is reasonably quick. It’s located “up valley” about 30 minutes from Downtown Napa in St. Helena. The entrance to the winery is breathtaking and gives you a delicious panoramic view of some of the 58 acres of St. Helena vineyards.
The family who began in 1948 as a Mom and Pop winery, the Trinchero’s, have preserved the family history and incorporated it into their tasting room while adding elements of past and present in this exquisitely designed space. Light-filled tasting rooms feature custom-made furniture and dramatic lighting giving it an alluring and inviting interior. The tasting bar features a tufted leather bar nook, adding a sensual dynamic.
I took a moment to ask Roger Trinchero, CEO at Trinchero Family Estates a bit about his life in the business and some of their best-kept secrets.
What is your earliest memory of being part of a wine industry family?
The winery was my playground when I was a kid. We had case conveyors used to move cases from one area to another, and I would get into a wooden grape box and ride the conveyors. It was a blast, but I suppose a bit of a nuisance to my parents. I have vivid memories of the old bottling line with each family member doing a different task. My dad at the hand-bottler, my brother working the hand-corker, my mother putting on the labels by hand, and my sister and I putting on the capsules. It was all part of growing up in a winery.
From the days of White Zinfandel from Sutter Home to today’s Estate-grown reserve wines, how do you continue to innovate and discover opportunities to expand your markets?
We are always looking at the market and studying wine consumer trends. Our philosophy has always been to identify what the customer wants and then try to give it to them. We saw an opportunity in single service wine and we responded as the first winery to offer 187ml bottles. We saw the opportunity in red blends and have enjoyed great success with extensions such as Ménage a Trois Silk and our Taken Napa Valley Red Wine. Our eyes are always searching, and our staff is always encouraged to express their ideas.
After a long day at the office, what is your favorite thing to do to relax and recharge?
These days I don’t have many long days at the office. I turned over the day-to-day operations to Bob Torkelson (President/COO) years ago and being semi-retired allows for me to set my hours which is a luxury. I get my greatest relaxation by exercising. Either a workout at the gym, a bike ride, playing golf, or simply going for a long walk.
What is the best-kept secret of Trinchero Family Estates?
I’m very proud of the family cellar that is in the caves at Trinchero Napa Valley. There’s an old family recipe for vermouth that decorates the walls and harkens back to my father’s history as a bartender in New York City in the 40’s. The cellar boasts hundreds of bottles from our shared family collection, including some very rare port and other gems, gifts, acquired in our travels over the years.
You’ve expanded to Lodi, have vineyards in Napa and Amador County. What is your long-term vision for your brands?
We decided some time ago that we needed to have products that appeal to a wide variety of wine consumers. We needed to have a presence in each varietal, region, and price point so that we could offer any wine consumer something from TFE. Each brand that we have has its own identity with an appeal to consumers looking for that type of wine. Our vision is to continue developing our brands’ presence in the marketplace and doing so while ensuring that every brand in the TFE portfolio is one that consumers feel they can trust. My parents were passionate about creating wines of quality and over-delivering for the price – that remains a core value today.
As a 2nd generation winemaker, what are some of the most important things shared with you by those who started it first?
Probably the two most important things that my father passed on to me was a strong work ethic and his business philosophy of, “never take a step longer than your stride.” By following that philosophy, we have been able to grow and prosper without suffering the fate of many family wineries that had to sell or go public because they overextended their ability to pay their debts. There’s a ton of romance in the wine business but at the end of the day, it’s still a business. You can easily get caught up in the romance and not make smart business decisions. We’ve been careful about growth and maintaining a company that works hard and remains loyal to its businesses and consumers.
What was the most difficult point in the business and what kind of pivot or strategy was used to turn things around?
In the early ’60s my father had just bought my uncle out of the business and my brother Bob had taken over winemaking. We had to watch every cent we spent during that time because along with routine business expenditures my uncle’s note had to be paid. The business was only creeping along, and bills were piling up. We had reached a critical time and my father reached out to our local bank for a $5000 loan that would get us out of debt and put us in the black again. The bank refused my father’s request. My father was devastated, luckily a new Wells Fargo bank had just opened in town, and he approached them with the same loan request. Wells Fargo not only agreed to the loan, and after hearing more about my father’s plans for the business, they increased the loan to $30,000. With that extra money my brother Bob was able to purchase the kind of fruit he wanted and set the course towards his goal of making a great Zinfandel. Bob succeeded with our 1968 Deaver Vineyard Zinfandel, and we began to get the attention of wine writers and developed a consumer following. We began specializing in Zinfandel then which lead to the genesis of White Zinfandel in 1972. With its rather quick and tremendous success with consumers, we became a national brand.
When do you think about the future of Trinchero?
I think in every family business there’s the hope that the family ownership will continue for the next generation. When my father brought us to the Napa Valley from New York back in 1948, I believe he wanted to build something that he could pass on to his children. My brother Bob, myself, and my late sister, Vera, feel the same. We worked hard to build a company that our children would be proud of and, if they chose, could pursue a career within.
We now have five members of the third generation and four members of the fourth actively involved in the company. Last year we completed an extensive family estate plan that will ensure family ownership for generations to come. I couldn’t have hoped for more, and I know my parents would have been incredibly proud of what we’ve accomplished as a family.
If you could advise the next generation of winemakers, what kind of insights would you give them?
I would tell them that it’s much easier to find out what your customers want and make it for them, then it is to make something you like and try to convince the consumers that they should too. I believe firmly in delivering quality for the price and creating value for the customer.
How will your tasting room change the customer experience for visitors?
The Trinchero Napa Valley tasting room is truly a unique setting. Designed by renowned local designer Erin Martin, we feel it showcases an aesthetic perspective and collection of art that is wonderfully different than what you often see in wineries around Napa. We will be offering educational tastings but done so in a modern, engaging way so that our visitors continue to feel like guests in what we think of as an extension of our home. Our Hospitality Center sets us apart as well – our chef creates incredible pairings across the portfolio of wines that we offer, and there’s no better place to enjoy them than on our patio looking up at Mount St. Helena.
Kelly Mitchell
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Savoring every ounce of Porto & Gaia.
These captivating towns! This area is where savvy Europeans chill during holiday. It’s relaxed pace, good natured locals and delicious food and wine grace this region . Their beauty is remarkable. It’s history rich.
This day I ran first to the sea. Yet in the wrong direction. So I never made it there. But I discovered new things. Relived past visits and learned from those I spoke to.
The charm here will draw you in. Hold your heart captive.
Don’t look for crowded streets in the mornings.Life begins in the afternoon here. And then it knows no bounds.
A wedding. An hourly trolly. Buildings that have seen more history than we will ever know.
Dinner. A perfectly cooked tentacle of octopus, beyond generous in portion. Paired with a delectable #Alvarinho. An accommodating chef, and attentive service.
This was a day I’ll remember always.
Do you have a destination that you treasure?
Food by @restaurantebacalhoeiro
Wine by #quintadecidro
Vibe by #Portugal
When jet lag hits Porto and collides with a dirty Grey Goose tini up with Nicoise olive and a twist.
Good night.
Self Portrait: Finally changed my profile pic. Removed the one of me at the Eiffel Tower taken on March 12th just before the borders closed in France and the US.
I think the time after the old pic was taken has truly been a time of self reflection.
Each and everyone of us has been through such a crazy year and a half.
I'm grateful for this time since it's given me time to appreciate and spend more time with my family first. And to focus on the friends who truly are part of my life in ways that matter.
It gave me the opportunity to get in the best shape of my life and focus on the things that really count in this life.
I hope your journey too has been productive, meaningful and takes you where you want to go.
Wishing you a fabulous weekend in moderation, healthy food and great exercise!
To whatever is in your glass! May it be the most delicious sip ever.
Peace✌️And have a fantastic weekend with your loves.
Melka Estates
Precision is the name of the game. And you’ll certainly find the art of it at Melka.
A venture with two incredibly talented and diverse individuals, husband and wife team, Phillipe and Cherie Melka have created an enviable venture at the top of St. Helena’s Silverado Trail.
Precision’s opportunity presents itself in many venues of winemaking and the one wine creators agree upon is what happens in the vineyard is paramount to creating powerful and diverse taste in the glass.
To capitalize on this during harvest, the Melka’s make not one or two passes in the vineyard but several. To capture the spirit of vibrancy, the depth of flavor, the uniqueness of terroir.
It is a tasting that takes every sense and envelopes it completely. The heights of which taste continually excels the more in-depth one gets into the wine. It brings emotion to the forefront. Part of why I got involved in wine in the first place. Those taste that change one’s perception forever. That open the door to possibility and never let it go.
In the wine space it is not difficult to get jaded on occasion my the dearth of decent wine on the market today. There is not shortage of overpriced above average wine.
Here, the senses are in tune with what nature presents, while taking it a step beyond. The memories of this tasting will long be with me. It gave new life to my interest in wine. It gave meaning and dimension to the thought of truly exceptional wine.
This is a start of the story on the Melka’s and what they are doing for their family brand. Can't wait to delve in deeper!
Pictured: The bottle that brought happy tears to my eyes. 2017 Metisse Martinez Vineyards 70% Cabernet Sauvignon 20% Cabernet Franc 10% Petit Verdot
Great time tasting with dear friend @vinifera_collection. Thanks for capturing the puppy pic!
#TheWineSiren
New on TheWineSiren.com
Dreamers. Those who are a little crazy and very driven took to Carneros in the 1880’s. Boon Fly was the first to plant grapes and fruit trees here.
One day that dream would evolve into some of the region’s most celebrated Bordeaux varietals.
Learn how this outstanding venture is sweeping wine lovers off their feet. Winemaker &GM Chris Kijani has made incredible in roads along with her team.
Want more? Check out the link in bio for insight on this stunning one of a kind destination in Carneros.
#TheWineSiren #KellyMitchell #Wine #Carneros #NapaValley #winecountry #winedestinations #wheretogo #winetasting #beautifuldestinations #sustainablefarming
Special evenings call for an experience from The Restaurant at Auberge.
Off the beaten path miles away from the concert traffic rests a regal insular escape.
@aubergedusoleil is the place of gorgeous views, delicious food and all the soul enriching goodness of a home away from home.
We brought our own Napa Valley favorite from @larkmead_vineyards to capture the best memories of the moment. Like a story woven from the vineyards of Larkmead the wine represents a powerful statement of place. Subtle elegance is the profile of this lush expression. From the bright floral notes to the plump black cherries the wine tells its story further. Herbs, mocha, spice, anise and so much more spill forth with boundless beauty. This symphony of well orchestrated taste is mesmerizing. Tuned to perfection. Well played @danpetroski !
The wine complimented each dish. From the sautéed foie gras, and tomato risotto to the Prime beef pavé and potato gnocchi. It was a meal made for savoring each sip and delightful bite.
Life is for moments like this. Intimate. Shared. Celebrated.
#KellyMitchell #TheWineSiren
#wine #finedining #napavalley
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very nice article/interview on Trinchero Napa Valley.
Thank you Lance. We appreciate you taking the time to read. Cheers!