Target Expands Its Wine Assortment

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Target Expands Its Wine Assortment

By Cyndi Loza - 04/10/2019

Continuing to expand its assortment of budget-friendly wines, Target has launched a new line of premium California wines priced at $9.99 a bottle. 

Dubbed "The Collection," the new selection rolled out to select Target stores March 3 and comprises a: 

  • cabernet sauvignon with tasting notes of black cherry and spice,
  • red wine blend with notes of mocha, caramel, blackberry and dark chocolate, 
  • rose with notes of white summer flowers and red roses giving way to strawberries and watermelon,
  • pinot grigio with notes of honeysuckle, melon, white peach and nectarine, and 
  • chardonnay with aromas of freshly baked buttered biscuits and flavors of roasted marshmallow. 

The Collection wine is sourced from Delicato Family Vineyards, a family-owned winery that’s been winemaking since 1935 with sustainable and environmentally sensitive farming practices, according to a Feb. 21 "A Bullseye View" blog post. Designed by Target Creative and inspired by "the process of making wine," labels for the wines depict varying colorful circles and brush-stroke-like shapes. 

In stores, The Collection wines are stocked on endcaps and Easter-themed rolling racks that prominently communicate the price. The latter display also communicates each wine's flavor notes and food pairing suggestions.

Along with The Collection's launch, the retailer is further expanding its exclusive assortment of wine by:

  • adding a seventh varietal, sauvignon blanc, to its exclusive budget-friendly California Roots wine produced by Trinchero Family Estates.
  • rolling out four-pack cans of private label Wine Cube sparkling white wine and rose. 
  • launching Crook & Marker, a line of 80-calorie spiked and sparkling beverages made with organic alcohol. The line is available in eight fruity varieties with zero sugar, artificial flavors or gluten.

Lifestyle brand Yes Way Rose this month is also releasing a canned version of its Rose wine at Target, according to PopSugar. Target enjoyed an exclusive launch window for the brand's first ever wine last year.

Target’s adult beverage business has been a "shining star" in its food and beverage portfolio, according to an April 3 "A Bullseye View" post. Alcohol was Target's fastest-growing division in the department in 2017, "thanks to our unique assortment, store remodels and liquor license expansions," the post reported. Adult beverages are now available in nearly 80% of Target's 1,844 stores as of the end of 2018. 

Target isn't the only retailer improving its wine game. Most recently, BJ’s Wholesale Club rolled out a line of wine under its private label Wellsley Farms starting at $6.99. Last year, channel rival Walmart also entered the private label wine market with the launch of its own wine brand, Winemakers Selection, and Kroger announced plans to pilot a wine home-delivery service in select U.S. markets. 

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