Sam’s Club Expands Member’s Mark Wine

Sam’s Club has introduced a new line of Member’s Mark private brand wine. The retailer has four private brand wines — Chardonnay, Riesling, Cabernet Sauvignon and a red blend — they will be debuting a Prosecco and sangria soon. The wines will sell in the $8 to $10 per bottle.

According to Sam’s Club, there are plenty of additions coming. “They pay a membership fee, so they expect to find unique items,” Chandra Holt, vice president of Sam’s Club’s private brands, told Fortune magazine.

The reinvented Member’s Mark private brand is the result of heavy investment over the past year streamlining 21 private brands into one. But this is more than just slapping on a new label. As part of the overhaul, the company formed a dedicated team of product developers, culinary experts, and food scientists to ensure each item emphasizes quality and value.

This year, Sam’s Club is introducing 300 brand new items while renovating twice that number. The company plans to add about 300 new items per year. The product lineup will span from fresh food to apparel and to health and wellness, where members will find a breadth of daily essentials for their home or business and surprising finds.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.