Target To Launch Exclusive Line of “California Roots” Wines; For $5 a Bottle

The Millennial affinity for wines is, apparently, no laughing matter. Actually, it looks like it might be quite the enterprising opportunity for anyone willing to venture forth into the field; and it looks like Target might be throwing their hat into the ring.

Yes, Target.

The Minneapolis-based retailer announced this week that not only are they releasing a collection of wines, but also that their price point is one to contend with.

Five dollars.

On September 3, 2017, Target will launch its new California Roots line of wines for $5 a piece, in more than 1,100 across the country. This is a Target exclusive, but at the price why would you even bother trying to find your favorite at any other store?

The new Target exclusive California Roots wines feature five varietals: Chardonnay, Pinot Grigio, Moscato, Cabernet Sauvignon, and Red Blend (Table wine). These are, basically, the five most popular and versatile types of wine you could want to buy. Obviously, nobody is buying $5 wines to keep in the wine cellar but for the price you might find it makes sense to buy several bottles to keep for a rainy day. Or a dinner party. Or any other special occasion.

According to a statement on the company’s blog, alcohol is one of the retailer’s “fastest-growing categories.” As a matter of fact, Target’s Senior Vice President of Food and Beverage, Jeff Burt, notes, “We’re out to give our guests even more reasons to love Target—including exclusive products they can’t find anywhere else.”

And since this exclusive will be competing against, perhaps, Charles Moore at Trader Joes (also known as “Two-buck Chuck”) and cheaper wines like YellowTail or Tisdale and similar brands you can find at competing grocers or the local liquor store, Target customers will likely be quite happy to stock up on wine where they might already be doing the majority of their household shopping anyway.

If the buzz is any indication, the nation’s second largest discount store could really start putting the pressure on the #1 spot. This is held by Wal-Mart, of course, who has not yet ventured into private label wines (though they do seem to have cornered many other markets).

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