Target Launches New Wine Private Brand California Roots

As promised Minneapolis-based Target continues to expand its private brand portfolio. This time with a badly needed entry on the grocery side. The retailer is introducing a new line of private brand wines that place it in firmly in competition with Trader Joe’s iconic/infamous Two Buck Chuck (Charles Shaw.) As well as high-quality private brand value wines from Lidl and Aldi.  The new brand California Roots features five wine blends carefully crafted from California-grown grapes. And the best part? The brand launches September 3.

The new brand joins Targets Wine Cube in the private brand portfolio. But adding California Roots is all about creating something new and special for our guests…

“We’re out to give our guests, even more, reasons to love Target—including exclusive products they can’t find anywhere else,” says Jeff Burt, senior vice president of food and beverage. “And we think they’re going to love California Roots—these wines are just the right blend of incredible quality and amazing value that guests can only get at Target.”

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Christopher Durham
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.