TFC reports that extensive consumer testing has found its wines to be "more refreshing" and "much more suitable to accompany a light lunch or a summer picnic" than most others.

Napa Valley winemaker, David Stevens, is TFC's Vice-President and Technical Director. He describes the TFC Method for making New Generation wines as "the blending of classic oenological principles with state of the art winemaking technology." In his words, "the objective of our TFC Method is to make wines which are as well balanced and as aromatic and flavourful as any good wine should be – but without the increasingly alcoholic character of so many of today’s conventional wines."

TFC’s "New Generation" brands are in the 5%-11% alcohol range (versus 13%-15% for most of today’s conventional wines) and include Chardonnay, Chardonnay-Viognier, Shiraz, Cabernet Sauvignon-Shiraz, and several Rosés, besides various other red and white blends. Initially they have all come from California but TFC is actively developing similar products through affiliates and strategic partners in Chile, Spain, France and South Africa.

David Stevens emphasizes his own rejection of certain other techniques for making wine with less alcohol – such as dilution (unthinkable) or picking grapes early – typically leading to a thin and acidic end product. He says "We design the wine from the vineyard up, including the use of blending techniques, to reach its full organoleptic potential after some subtraction of alcohol takes place." Stevens also stresses that the cutting edge technology he calls upon to remove the alcohol is the only system in the world that leaves the wine’s integrity undiminished – and is no different conceptually from other subtractive winemaking techniques like fining and filtration.

A recent major consumer research study conducted for TFC found overwhelming consumer interest in a lighter, more accessible style of wine – as opposed to the increasingly more alcoholic blockbuster styles of recent years. David Stevens states "What the results basically demonstrate is that large numbers of people want something that’s delicious but softer on the palate and doesn’t knock them out after a couple of glasses."

He also points out that just about all so-called "light" wines have hitherto been rejected by consumers as lacking substance – but says the TFC Method has changed all that. He adds that consumer trials have conclusively proved that TFC’s wines compare very favorably with the market’s leading brands in blind taste tests.