Circle K rolls out private label wines priced under $8

The convenience store chain will sell a variety of low-priced wines under the Sunshine Bliss and Fine Wines labels.
Circle K Sunshine Bliss wine.
  • Circle K has rolled out private label wine. 
  • The cheapest wine will be priced below $8, while a more expensive line costs between $10 and $25.
  • The cheaper wine, Sunshine Bliss, is available at more than 3,000 stores, while the more expensive wine, Fine Wine, is available at around 900 stores. 

Circle K has rolled out its collection of private label wines priced below $8 across its U.S. stores. 

According to a May 17 press release, the wines have rolled out at Circle K stores under two labels: the widely available Sunshine Bliss, priced below $8, and Fine Wines, a more exclusive brand priced between $10 and $25. The Sunshine Bliss wines are available at Circle K’s approximately 3,000 stores across more than two dozen states, while the Fine Wines will be sold at more than 900 stores across 17 states with plans to further expand them in the U.S., the release said.

The Sunshine Bliss wines include a cabernet sauvignon, pinot grigio colombard, chardonnay, Moscato, pink moscato, sweet peach and sweet strawberry. The Fine Wines include a Fog Lane red blend, Brick & Cole cabernet, Pine Crest chardonnay, Monumental pinot noir, Bella Figura pinot grigio and Ivy Ridge sauvignon blanc. 

“Our wines are curated specifically for customers seeking both quality and convenience,” said Sophie Provencher, senior vice president, global merchandising at Circle K, in the release. “By expanding into this category, we are diversifying our adult beverage offering with an exclusive, exceptional wine experience for our Circle K customers at a great price point for everyday occasions.”

Private label has become popular across retail categories as consumers continue searching for value in grocery and other essential categories amid economic hurdles, Retail Leader reported.

Circle K is headquartered in the U.S. in Tempe, Arizona, but is owned and operated by Alimentation Couche-Tard, based in Laval, Quebec, Canada. Couche-Tard operates more than 7,000 stores in the U.S. and more than 2,000 stores in Canada.