Target, Walmart, and Kroger are rolling out premium wines for cheap as they try and compete with wineries that are selling higher profile wines for cheap.
Walmart introduced a line of private label wines this year that sell for $11 a bottle.
Walmart’s senior wine buyer told USA Today they “drink like a $30 to $40 bottle.”
Target started selling California Roots brand last year for $5 and they’re doing well.
Kroger and 7-11 are also looking at expanding their wine selections to have less expensive, but quality options.
Are we skeptical? Yes!