Canandaigua offers wine lovers a 'Trove' of hidden treasures

The innovative wine brand will transform the 3-liter premium box wine category that is enjoying explosive growth.

Canandaigua, NY – According to the dictionary, a "trove" is a treasure hidden, a valuable find. According to Canandaigua Wine Company, Trove is a new, innovative wine brand that will transform the 3-liter premium box wine category, a segment of the table wine market enjoying explosive growth.

In January, 2006, Canandaigua will pre-release Trove Pinot Grigio, Chardonnay, Merlot and Cabernet Sauvignon – four of the top-selling varietals in the U.S. – to selected metro markets, with a full national release to follow in March. The company expects the brand to substantially increase the size of the premium three-liter box wine category (over $16), currently at 750,000 equivalent nine-liter cases, and to put an appealing new face on it both to existing premium wine drinkers and new consumers just entering the market. Trove will be launched with a suggested retail price of $22.99 per three-liter box, the equivalent of four 750 ml bottles.

"The premium 3-liter box wine category has grown 515% in volume* during the past year," says Canandaigua vice-president of marketing Gary Glass, "far outpacing the growth rate of the entire table wine category. A significant portion of that growth is incremental, suggesting premium 3-liter box wines are attracting new consumers. Because the category is still small and product choice limited, there’s tremendous opportunity for a compelling new brand whose quality and packaging truly excites consumers."

The impressive quality of the four Trove varietals reflects the high-caliber fruit from which they were made. Trove’s bright, enticing Pinot Grigio, stylish, delectable Chardonnay, plush, supple Merlot and rich, sophisticated Cabernet Sauvignon were produced from grapes grown in California’s leading North Coast, Central Coast, Paso Robles and Lodi wine regions. Trove marketing director Diana Pawlik says their superior quality should change the way wine consumers think about three-liter box wines.

"Trove wines are rich, stylish and alluring," Pawlik says. "Their unmistakable premium quality will challenge the outmoded notion that 3-liter box wines can’t be ‘cool.’ Plus, she says, "premium wine consumers will be delighted to discover the tremendous convenience offered by Trove’s innovative package, which preserves the high quality of its wines for up to a month after opening."

Indeed, Trove’s striking package reflects both the sophisticated quality of its wines and the opportunity for consumers to experience premium wine in a new, engaging way. The package uses sophisticated, colorful graphics to form elegant glass and bottle shapes on all four box panels, creating a mesmerizing shelf presence that clearly distinguishes Trove from other 3-liter brands.

"Everything about Trove is designed to transcend and transform consumer expectations about 3-liter box wines," Pawlik says, "and to highlight the distinctiveness of premium wines offered in the 3-liter box wine format."

To showcase that distinctiveness, Canandaigua is supporting Trove’s introduction with colorful shelf talkers and a portable display that billboards Trove’s eye-catching graphics. Pawlik believes the brand’s visual appeal will entice consumers to discover its hidden treasures. "Once they do," she says, "they will have made a very valuable find."