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US: Trinchero Family Estates forms alliance with Taken Wine Co

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Trinchero Family Estates has added the Taken Wine Co's brands to its portfolio.

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Taken Wine, which is part owned by Carlo Trinchero, son of Trinchero CEO Roger Trinchero, controls brands including Taken Red Wine and Complicated Red Wine. Taken Wine make products for a “new generation of wine drinkers”, Roger Trinchero said.

The Napa Valley winery released its first wines in 2010 and targets millenials with brand names taken from social media trends, Trinchero said. The 2011 Complicated Red Wine sells for US$20 per bottle and the 2012 Complicated for $18.

Trinchero this month said it is extending the launch of its Fancy Pants Wine range to the rest of the US after a year's trial with a supermarket chain.


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