The partnership is a significant addition to the Trinchero Spirits and Specialty Beverage division, which was founded in 2012. The Trinchero Family Estates and Hanson of Sonoma strategic partnership taps into shifting alcohol beverage growth trends. Notably, the spirits industry - up 2 percent1 - has grown for 24 consecutive years, with support from vodka - up 1 percent and the largest spirits category by far1.
The $20+ craft vodka segment where Hanson of Sonoma Organic Vodka resides has seen impressive growth - up 9 percent at retail2 - and craft cocktails have gained and maintained strong consumer interest on-premise.
Launched by the Hanson family in 2013, Hanson of Sonoma Organic Vodka is a grape-based, USDA-certified organic, gluten-free and non-GMO line of artisan vodkas that includes Original Vodka and Meyer Lemon, Mandarin Orange, Cucumber, and Habanero flavored vodkas. The small-batch vodka retails at $30 and is distilled seven times in a hybrid pot and column still, infused with hand-peeled and hand-chopped organic fruits and vegetables, and bottled at a craft distillery in Sonoma, California. The Hanson family consists of Scott and Judy Hanson and their four adult children - Brandon, Darren, Chris and Alanna Hanson - all of whom will remain actively involved in the Hanson of Sonoma Vodka business, operations, and two tasting rooms. The family's primary tasting room is located at the Hanson of Sonoma distillery in Sonoma; in the spring of 2019 they opened a second tasting room above Hanson Gallery Fine Art in Sausalito.
The addition of Hanson of Sonoma Vodka to the Trinchero Family Estates portfolio underscores TFE's commitment to expanding its partnerships with like-minded family businesses that will continue to elevate its offerings. Now the second-largest family-owned alcohol beverage company in the United States, the Trinchero family's history is rooted in spirits, as founder Mario Trinchero began his career as a bartender at the prestigious Waldorf Astoria and Barbizon Plaza hotels in New York City when he first immigrated to the U.S. from Italy, prior to making his way further west and founding Sutter Home winery in 1948.
Trinchero Family Estates President and Chief Executive Officer Bob Torkelson commented, Hanson of Sonoma Vodka will be one of the key pillars of our Spirits portfolio. We greatly admire the quality, authenticity and breadth of offerings that the Hanson family have created, and we look forward to working with them to further grow and build their brand.
Hanson of Sonoma Founder Scott Hanson adds, We are thrilled to partner with Trinchero Family Estates. TFE provides sales, marketing, distribution expertise, a family-owned perspective and a collaborative team spirit that we know will take Hanson of Sonoma Vodka to the next level.