Consumer >> CEO Interviews >> January 27, 2003
ROGER TRINCHERO is President and Chief Operating Officer of
Trinchero Family Estates. After graduating from St. Helena High
School, he spent two years at UCLA, playing in the 1966 Rose
Bowl. He later transferred to Weber State University, where he
was an Honorable Mention All-American. Mr. Trinchero intended to
pursue graduate studies at San Diego State University, with the
goal of a career in teaching and coaching. However, a draft
notice changed this plan, and he entered the army instead,
serving a tour of duty in Vietnam. When he returned from the
service to Napa Valley in 1972, he began working at Sutter Home,
the winery his father Mario and uncle John had purchased in 1947.
Since his brother Bob was devoting all his energies to
winemaking, Mr. Trinchero took responsibility for sales and
marketing. As production grew rapidly in the 1980s, so did his
role. He developed the business end of the operation, building an
effective sales force, national distribution network, and
marketing team. Under Mr. Trinchero's leadership, Sutter Home
became the top-selling premium varietal wine brand in the US, and
one of the preeminent industry success stories of the decade. As
Mr. Trinchero laid the groundwork for success in the 1980s with
his pioneering development of White Zinfandel, he gave the winery
its competitive edge in the 1990s. A series of breakthrough
packaging innovations and marketing programs, including single-
serve varietals, the VinLoc' non-cork closure, and award-winning
advertising and promotions, helped establish Sutter Home as
America's leading premium varietal wine brand. In 1998, he was
instrumental in launching Trinchero, the winery's flagship
portfolio. Mr. Trinchero continues to provide leadership in the
fine wine area with the release in 2002 of Trinchero RSVP wines
(Reserve Single Vineyard Properties). Profile
Family Estates and then a picture of the company at the present
time?
Mr. Trinchero: Trinchero Family Estates is in the wine
