![]() Last week, Bloomberg reported that it was piloting a wine home-delivery service in a handful of markets. It aims to offer alcohol in 80% of its stores by the end of 2018.įor Kroger, wine is also a “growth category.” Kroger sells 80 wine lines, including exclusive brands like Storyteller for $2.99 to $29.99. ![]() To meet increasing demand, the company has been gaining more liquor licenses and expanding alcohol aisles in stores. Target said alcohol was the fastest-growing unit in its food and drinks division last year. In a separate move, Target became a retail partner for Yes Way Rosé, a brand that caught fire on Instagram and goes for $12.99 a bottle at stores. Target introduced its $5 California Roots brand last year and added California Roots Rosé earlier this year. The company has renewed its focus on selling its own brands to bolster its chic ‘Tar-zhay’ image. Quality wine for low prices fits into a broader strategy at Target, too. The company has gotten a bump in sales from Winemakers Selection and plans to release 11 more wines in the spring: “It’s been a real winner for us,” Steve Bratspies, Walmart’s chief merchandising officer, said last week. The wine play is working for Walmart so far. “The challenge and the opportunity for brands in wine is the ability to convey quality with their private label.” “Consumers want to indulge within their means,” said Catherine Lang, an analyst at Kantar Consulting who has researched discount grocers and convenient stores like 7-Eleven expanding their wine selections. "It's been a real winner for us," Walmart's chief merchandising officer said of the new Winemakers Selection line. The design doesn’t bear Walmart’s logo, making it more acceptable to wine connoisseurs who want to trade down. The label is targeted at middle-income shoppers thinking about spending on a bottle of vino. Winemakers Selection is a part of Walmart’s attempt to upscale its brands in stores and online. Nichole Simpson, Walmart’s senior wine buyer, told USA Today that they “drink like a $30 to $40 bottle.” The line, “Winemakers Selection,” featured rosés and vinos from Italy, France, and California. In May, Walmart introduced 10 private-label wines for $11 a bottle. The big-box players have recently tried a variety of tactics - new brands, partnerships, and delivery choices - to prove their wine bona fides and attract the growing number of Americans replacing beer with wines and spirits. They’re trying to copy Trader Joe’s success with “Two-Buck Chuck” and capitalize on America’s love affair with wine. Walmart, Kroger, and Target are rolling out premium wines for cheap.
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