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Target Launches New Line of $10 Wines

Retail behemoth Target will launch of a new line of wines priced under $10, the company announced yesterday. Called The Collection, the new brand will join Target’s current wine offerings, including California Roots, its budget line of wines priced in the $5 range that launched in 2017, as well as its Wine Cube category of boxed wines. The Collection will be available beginning March 3, 2019.

At launch, the new line, aimed at more upmarket consumers than Target’s existing lower-cost options, will be comprise of five bottlings: Cabernet Sauvignon, Chardonnay, Pinot Grigio, rosé and a red blend. The wines will be produced by Delicato Family Vineyards, a California fixture who have been producing wines for nearly a century, and own properties in Napa, Sonoma, Lodi and Monterey counties.

The producer is known for its wealth of brands aimed at the $8–12 range. Target’s previous offerings have been produced by California’s Trinchero Family Estates.

The move demonstrates an increasing trend of wine growth in the big box retail market. Previously, Trader Joe’s made waves with its famously successful Charles Shaw brand of budget wines, while Costco has continued to dominate the wine retail industry with its Kirkland Signature line, which brought in more than $39 billion in sales in 2018.