Target debuts $5 California Roots wine – Orange County Register

Two-Buck Chuck, you’ve got some company.

Target on Monday announced it’s rolling out a new line of bargain wines, a $5 bottle called California Roots.

The wine comes in five “wine blends” made from California grapes: Chardonnay, pinot grigio, moscato, cabernet sauvignon, and a red blend.

Sound familiar? Trader Joe’s in 2002 launched it’s popular Charles Shaw Wines at $1.99 a bottle. The wines are available in chardonnay, merlot, cabernet sauvignon, shiraz, sauvignon blanc, pinot grigio, and white zinfandel. The price has notched up over the years. At $2.99 a bottle it could lose its clever name. Three-Buck Chuck, anyone?

The Target wine will be on shelves beginning Sept. 3, just in time for Labor Day cookouts.

“Wine, beer and other adult beverages are among Target’s fastest-growing categories,” the retailer said in a press release.

The company has recently rolled out expanded craft beer and wine selections at many stores.

Chief Merchandising Officer Mark Tritton in July said the move to beef up its beer, wine and spirits offerings was prompted after the retailer reported “mid-single digit” sales increases in its adult beverage business for the first quarter.

Target said the expansion includes adding alcohol in “300 stores through increased footprints, remodels and new liquor licenses.”

The seven stores in Southern California adding alcohol include six small-format stores opening this year in Irvine, Orange, Los Angeles (Eagle Rock and USC Village), Mission Hills and Burbank; along with a traditional store slated to open in Oceanside.

Beyond adding liquor to new or existing stores, Boyd said Target also plans to shore up current wine and beer shelves with a wider selection of options.  Specifically, stores are looking to curate from more local craft breweries. The latter is one of the biggest trends in the beverage industry.

In 2015, California craft breweries contributed $7.28 billion to the state’s economy, up 12 percent from $6.5…

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