Target Has Launched a Wine Collection Called California Roots
Mishal Omar — August 29, 2017 — Lifestyle
References: corporate.target & refinery29
The retailer Target just announced that it will be launching a collection of wines, called California Roots, that will be available starting September 3 of this year.
The collection consists of a series of wines, including a Chardonnay with tropical fruit flavors, a Pinot Grigio also with tropical fruit flavors as well as fresh citrus notes, a Moscato with peach and melon flavors, a Cabernet Sauvignon with cherry and oak flavors, and a Red wine with cherry and berry flavors. The soon-to-be-available California Roots collection is extremely affordable at only $5 per bottle.
Target's new foray into the alcohol industry makes the wines it is now offering both affordable and accessible to the average consumer.
The collection consists of a series of wines, including a Chardonnay with tropical fruit flavors, a Pinot Grigio also with tropical fruit flavors as well as fresh citrus notes, a Moscato with peach and melon flavors, a Cabernet Sauvignon with cherry and oak flavors, and a Red wine with cherry and berry flavors. The soon-to-be-available California Roots collection is extremely affordable at only $5 per bottle.
Target's new foray into the alcohol industry makes the wines it is now offering both affordable and accessible to the average consumer.
Trend Themes
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Affordable Wine Collections — The trend of creating affordable wine collections enables popular retailers to appeal to a larger audience, disrupting higher-end markets.
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Retailer-owned Beverage Brands — Developing beverages under their own private label allows retailers to broaden their product offering and introduces new revenue streams.
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Accessible Alcohol Products — Creating easily-accessible and affordable wine collections helps retailers bring in new consumers who are intimidated by traditional liquor stores.
Industry Implications
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Retail Industry — The retail industry gains a new revenue source as the trend of affordable, retailer-branded alcoholic beverages increases in popularity.
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Alcoholic Beverage Industry — Traditional alcoholic beverage brands may be disrupted as affordable retailer-owned brands increasingly draw in consumers not familiar with wine culture.
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Food and Beverage Industry — The trend of affordable wine collections allows food and beverage companies to pair their products with wine more competitively, increasing overall sales.
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