Seattle, Wash.-based drugstore chain Bartell’s recently joined the race to provide shoppers with premium private label wine. The influx of private label wine offerings through supermarkets and drugstores is a result of an overabundance of product in the premium wine market, says Jim Wisner, president of Wisner Marketing Group,Libertyville,Ill.
“Producers of good wines have excess products to sell,” he notes. “And a lot of private retailers are taking the opportunity to offer their customers a premium level product.”
After the recession began in 2008, drugstore chains such as Deerfield, Ill.-based Walgreen Co. began offering premium private label wines under names such as David Stone and Colby Red. Bartell’s is following the same lead with its merlot, pinot and red blend, offering wines under its Rockhound label.
The three wines are currently selling for $6.99 per bottle.
The increased production and sale of value wines in the drugstore community correlates to growing consumer demand for value products and an overabundance of product in the premium wine industry, according to Wisner. An increase in wine consumption throughout theUnited Statesis also a key factor.
