Target Pours $9.99 New Premium Wine

First came Target’s award-winning  Wine Cube, followed by the best-selling line of $5 wines California Roots. And now The Collection: a new range of premium California wines for $9.99. The line includes five varietals and debuts March 3.

In addition to The Collection, Target’s introducing the seventh varietal in the California Roots roster, Sauvignon Blanc. Also making its debut? Four-pack cans of Wine Cube in Sparkling White Wine and sparkling Rosé. The retailer is also introducing the new private brand Crook & Marker which features 80-calorie spiked and sparkling beverages made with organic alcohol.

The story behind the line’s label art? It’s an in-house design by Target Creative inspired by the process of making wine, a form of art itself. The Collection’s wine is sourced from the Delicato Family Vineyards, a family-owned winery that’s been winemaking since 1935 with sustainable and environmentally sensitive farming practices.

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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.