Walmart serves premium private label wines



Walmart has added premium wine varieties to its three-year-old private label Winemakers Selection.

Called the Reserve Series collection, the five new wines come from some of the best producing regions in the world and have a suggested retail price of $ 10 a bottle, Jason Fremstad, vice president of adult drinks at Walmart, said in a blog post Monday. Grapes under the Reserve Series label include Argentinian Malbec, Italian Pinot Grigio, French Rosé, Californian Cabernet Sauvignon, and New Zealand Sauvignon Blanc.

“The Reserve Series offers amazing tasting wines that exude the characteristics that made their regions famous,” Fremstad wrote in the blog. “Guests can explore the Italian region delle Venezie with a light and refreshing pinot grigio or visit the Andes in Mendoza, Argentina, with a velvety and full-bodied malbec – so you can go on an adventure around the world, without the need of your passport. ”

Coming from Argentina, Italy, France, New Zealand, Californian cabernet sauvignon and New Zealand, the wines of the Reserve series allow customers to “go on an adventure around the world”, a said Jason Fremstad of Walmart.

Walmart, based in Bentonville, Ark., Has repositioned and expanded the Winemakers Selection line since its introduction in June 2018. In its early days, the brand included 10 wines from California, France and Italy that sold out at around $ 11 a bottle and were initially rolled out to 1,100 stores. Then last August, the retailer launched the Winemakers Selection Classic Series, a line of Californian wines Рincluding chardonnay, pinot grigio, ros̩, cabernet sauvignon and a red blend Рfor around $ 5 a bottle in 2,600 stores. .

“Since the introduction of the Winemakers Selection label to Walmart customers in 2018, we have continued to identify new ways to provide our customers with exciting new offerings while exploring the collection. Last year, Walmart exclusively relaunched the Winemakers Selection Classic series, which featured a streamlined brand identity and varietals we know our customers love, all sold at an incredible price. More than a year after its relaunch, Classic Series wines have quickly become a customer favorite, ”explained Fremstad.

“Over the past year, we’ve noticed that our customers are more interested in exploring premium wines, but want to try them at an affordable price without sacrificing quality,” he said. . “That’s why today, I’m delighted to announce that Walmart is exclusively launching the latest addition to the Winemakers Selection label: Winemakers Selection Reserve Series. “

Walmart said the Winemakers Selection Reserve series is available at Walmart stores nationwide as well as online through Walmart grocery pickup and delivery, depending on local and state regulations.

In 2020, private label alcohol sales – including beer, wine, and spirits – were stable in dollars ($ 43.9 billion) and unit volume ($ 4 billion) across all outlets ( food, drugs, mass, club and dollar stores), according to data from the Private Label Manufacturers Association and NielsenIQ. Mass chains / clubs / dollars posted the biggest gain, with dollar sales up 0.1% to $ 10.2 billion and units up 0.2% to 914.6 million. Supermarkets recorded stable sales of private label alcohol, with a dollar volume of $ 31 billion and unit sales of $ 2.8 billion.

Overall wine sales in dollars, however, have been similar between these two channels over the past year. In the 52 weeks to May 16, wine sales increased 6.2% year on year to $ 13.7 billion for the multi-point retail channel and 6.9% at $ 10.6 billion for supermarkets, according to IRI.


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