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‘The biggest problem for us had been that there was no category for no-alcohol wine’ – Trinchero Family Wine & Spirits COO Corey Beck speaks to Global Drinks Intel – Part II

Olly Wehring
Last updated: 08/04/2026 at 3:52 PM
By Olly Wehring
1 April 2026
5 Min Read

‘You look at your company and look for other things you could be doing that remain core to who you are.’


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In the second part of our interview with the COO at Trinchero Family Wine & Spirits, Corey Beck discusses how the company is navigating the macroeconomic turbulence and guides us through some other areas of the Sutter Home brand owner's portfolio. Head here for the first part of this interview How do you negate for the impacts of macroeconomic matters that are beyond a company's control?We’re going to keep being creative. For example, the Ménage à Trois brand has done amazing volumes in Canada, historically. We’re going to put together a French blend under the brand

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TAGGED:Trinchero Family Wine & Spirits
Olly Wehring
ByOlly Wehring
Olly has been reporting on the beverage industry as a B2B journalist since 2003. He spent 18 years at Just Drinks, 16 of which as managing editor. Since joining Global Drinks Intel in 2022, he's interviewed the CEOs for brand owners including AB InBev, Campari Group, Carlsberg, Heineken and Suntory Global Spirits and has a bulging contacts book from across beverage alcohol worldwide.
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