Earlier this month Walmart announced a private label line of wines called “Winemaker’s Selection,” featuring 11 bottles with varieties hailing from California, France, and Italy. WalMart promises these wines, which will sell for $11-16, will taste like a $30 bottle, according to Senior Vice President of merchandising Al Dominguez.
Other retailers such as Aldi, Target and of course Trader Joe’s, have successfully delivered affordable wines that please their budget-conscious buyers. But can WalMart sell a great wine that’s also affordable to Joe and Jane Six-Pack? How much of the $62 Billion that Americans spend on wine annually can WalMart capture?
