Move over, Trader Joe's

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Move over, Trader Joe's

By Gina Acosta - 08/30/2017

Target is rolling out a line of $5 wines, similar to cheap bottles at Trader Joe's, in a bid to woo more millennial and Gen Z shoppers.

It's just the latest in a series of moves from Target when it comes to its assortment of brands.

The retailer is also killing off well-known brands such as Merona and Mossimo and introducing new labels in an effort to not only make the retailer more relevant in the face of newer competition but also to pick up market share from those chains that are struggling.

Now it is introducing a new line of wines with profiles — and prices — that may have price-sensitive millennials sipping for joy. In 2015, millennials consumed nearly half of all wine in the United States. And about 159.6 million cases of wine were absorbed by Americans between the ages of 21 and 38 that year.

The new California Roots range includes five wine blends crafted with California-grown grapes. The wines will be priced at $5 and debut at stores in September.

Wine, beer and other adult beverages are among Target’s fastest-growing categories. And when it comes to wine, Target has curated an impressive selection, from some of the top-trending varietals in the world (like rose and sparkling) to its much-loved Wine Cube. But adding California Roots is all about creating something new and special for our guests, the retailer says.

“We’re out to give our guests even more reasons to love Target—including exclusive products they can’t find anywhere else,” says Jeff Burt, senior vice president of food and beverage. “And we think they’re going to love California Roots—these wines are just the right blend of incredible quality and amazing value that guests can only get at Target.”

California Roots wines launch at over 1,100 Target stores nationwide on Sept. 3.


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