Fruit of the Wine

Sutter Home Winery co-owner Louis “Bob” Trinchero invented white Zinfandel by accident, but the Napa Valley company’s roll-out of new fruit-flavored versions of the popular wine has all the earmarks of a well-planned assault.

The “new spin on Zin” idea was hatched several years ago by a sales executive who wanted to capitalize on the success of flavored microbrews, explained Roger Trinchero, Sutter Home’s president and co-owner and Bob’s brother.

It’s not that white Zin sales are hurting. The varietal’s sales numbers “have been solid and sound,” said Eileen Fredrikson, a partner in Gomberg, Fredrikson & Associates, a wine industry research firm in San Francisco.

Since white Zinfandel’s serendipitous creation in 1972, Sutter Home, Beringer Vineyards and scores of other wineries have had great luck with the wine. Sutter Home alone sold 4 million cases in 1997.

According to Gomberg Fredrikson, white Zinfandel is the second- most popular wine in the United States. Last year, it snared 19% of the premium-wine market, which was valued overall at $3.9 billion to wineries. That share was second only to Chardonnay’s 34%.

But consumer research showed Sutter Home that loyal white Zin fans--60% of whom never drink any other wine--would welcome some variety. Hence the three new mildly fruit-flavored wines with the upscale-looking Portico label: kiwi-strawberry white Zin, peach mango white Zin and Zinfandel with raspberry, based on a red Zinfandel created specifically for white Zin devotees.

The wines, which will retail for about $4.99, are being shipped now to Southern California grocery chains and wine shops. Sutter Home said it expects to sell out this year’s production of 420,000 cases. The launch will be backed by a $4-million radio advertising campaign starting next month.

Unlike wine coolers, which contain very little alcohol, these beverages are 99.8% wine and are sold in a cork-stopped bottle. Canandaigua has also introduced a line containing fruit, called Arbor Mist, but it is lean on alcohol.

Already, said Roger Trinchero, Portico products are outselling everything else in the winery’s St. Helena tasting room. But, he hastened to add, “white Zin sales have not fallen off much at all,” indicating that the “line extension” is sparking additional sales.

For an industry that has had difficulty making inroads with younger drinkers, these sweet, fruity alternatives show promise. Roger Trinchero said they are being embraced not only by the typical white Zin customer, who is 30 to 54 years old, but also by newcomers to wine in the 25-to-35-year-old set.

“We’re trying to increase the consumer base so the wine industry can move forward,” Trinchero said.

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Martha Groves can be reached by e-mail at martha.groves@latimes.com or by fax at (213) 473-2480.