Fre

Trinchero Family Estates is a family-owned producer headquartered in Napa Valley. Fre sources its grapes from California's top winegrowing regions. The production process begins with a fully fermented wine, from which the alcohol is then extracted using a spinning cone column. This is a low-temperature separation process: the wine passes through spinning cones under reduced pressure, which allows the alcohol to be drawn off without exposing the liquid to the high temperatures that would damage its delicate aromas. Trinchero Family Estates identifies this method as central to the quality positioning of the range.

The portfolio covers still reds, whites, rosé, and sparkling styles across a range of California varietals, a breadth that has helped Fre maintain the dominant position in the US alcohol-removed wine market since the 1990s. Pricing sits firmly in the value bracket, making Fre one of the more accessible entry points into dealcoholised wine. Distribution is multi-channel, spanning mainstream supermarkets and specialist channels, giving the brand one of the wider retail footprints in the AF wine category.

The brand has consistently positioned its range towards designated drivers and pregnancy-safe drinkers seeking a familiar varietal format at an accessible price point. Three decades of continuous production give Fre a depth of category presence that more recent entrants to the AF wine segment cannot match.

Fre represents the mainstream commercial anchor of the dealcoholised wine category: broad varietal coverage, accessible pricing, and a wide retail footprint built over more than thirty years.