# Affordable Retail Store Wines Target Has Launched a Wine Collection Called California Roots By Mishal Omar | Published 2017-08-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/california-roots References: [refinery29](http://www.refinery29.com/2017/08/169947/target-five-dollar-wine-california-roots) & [corporate.target](https://corporate.target.com/article/2017/08/california-roots-wine) The retailer [Target](https://www.trendhunter.com/trends/the-collective-good-wine-range) just announced that it will be launching a collection of wines, called [California Roots](https://www.trendhunter.com/trends/school-lunch-program), 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](https://www.trendhunter.com/trends/asda-wine-atlas) to the average consumer. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 12% | Activity: 19% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Affordable Wine Collections:** The trend of creating affordable wine collections enables popular retailers to appeal to a larger audience, disrupting higher-end markets. - **Retailer-owned Beverage Brands:** Developing beverages under their own private label allows retailers to broaden their product offering and introduces new revenue streams. - **Accessible Alcohol Products:** Creating easily-accessible and affordable wine collections helps retailers bring in new consumers who are intimidated by traditional liquor stores. ### Sectors Adopting This - **Retail Industry:** The retail industry gains a new revenue source as the trend of affordable, retailer-branded alcoholic beverages increases in popularity. - **Alcoholic Beverage Industry:** Traditional alcoholic beverage brands may be disrupted as affordable retailer-owned brands increasingly draw in consumers not familiar with wine culture. - **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. ## Related on Trend Hunter - [Paper-Packaged Private Label Wines](https://www.trendhunter.com/trends/the-collective-good-wine-range.md) - [Accessible Private Label Wines](https://www.trendhunter.com/trends/aldi-specially-selected-wine-collection.md) - [Accessible Millennial-Targeted Wines](https://www.trendhunter.com/trends/my-fave-wine-range.md) - [Convenience Store Wine Ranges](https://www.trendhunter.com/trends/private-label-wine.md) - [Sophisticated Handcrafted Wine Lines](https://www.trendhunter.com/trends/handcrafted-wine.md) - [Affordable Holiday Season Wines](https://www.trendhunter.com/trends/exclusive-wines.md) - [Bottled Single-Serve Wines](https://www.trendhunter.com/trends/basic-cellars.md) - [Light Effervescent Wines](https://www.trendhunter.com/trends/ranch-wine.md) - [Price-Marked Wine Label Launches](https://www.trendhunter.com/trends/pricemarked-wine-label.md)