Roger Trinchero has one foot in retirement. It’s time for the next generation to take the reins and he’s understandably a little tired of rehashing his family’s story, if not utterly exhausted from talking about white Zinfandel.

The pink craze that predated rosé launched his family’s legacy of Sutter Home into fame, fortune and the wine history books, but it’s really just one chapter of the 70-year-old Trinchero story, which no one else, other than his older brother Bob Trinchero, can detail from memory.