In the battle against Amazon, Target will debut a private-label wine, California Roots, for $5. That’s just $2 more than Charles Shaw (aka Two-Buck Chuck) at Trader Joe’s.
Target is debuting five flavors – Chardonnay, Pinot Grigio, Moscato, Cabernet Sauvignon, and Red Blend – on Sept. 3.
Wine, beer and other adult beverages are among Target’s fastest-growing categories. And when it comes to wine, we’ve curated an impressive selection, from some of the top-trending varietals in the world (like rose and sparkling) to our much-loved Wine Cube. But adding California Roots is all about creating something new and special for our guests…
“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.”