Trinchero claims to have invested $36 million to start up a new winery making premium wines. That's a ton of money for a new winery. There's a $24 Sauvignon Blanc, but the rest are reds running from $40 to $85.
Trinchero Napa Valley is opening their tasting room in a few weeks and will specialize in Napa Cabernet. It's not like they're the only winery in Napa Valley to do this. I assume they have a plan to stand out from the rest. Maybe they are still expecting value in that their $50 offerings might compare to $75 wines elsewhere in the valley? Okay, that's a relative value. Maybe they expect their distributors to get it into stores? Though I wouldn't expect it to be the same locations that carry their White Zinfandel. We'll see how well they play in this market.