Walmart unveils new collection of premium wines

American hypermarket chain Walmart has launched a range of premium labels, with a suggested retail price of US$10 for each wine.

As reported in the online publication Grocery Dive, the corporation’s announcement came via a blog published this week by Walmart’s vice president of adult beverage, Jason Fremstad.

Marketed as ‘Walmart Winemakers Selection Reserve’, the five labels encompass all corners of the globe. Consumers can choose from an Argentine Malbec, Italian Pinot Grigio, French rosé, Californian Cabernet Sauvignon and a Sauvignon Blanc sourced from New Zealand.

“Over the past year, we’ve noticed our customers have been more interested in exploring premium wines but wanting to try them at an accessible price point without sacrificing quality,” Fremstad wrote in the Walmart blog.

According to the IWSR, the UK market for supermarket own labels – both entry-level and premium wines – continues to grow.

“In the UK market, own label consumption rose +13.5% between 2014-2018, while branded consumption declined -2.4% in that period,” said an IWSR representative.

Supermarkets are responsible for some 70% of off-trade sales in the UK, with fierce competition between the major players.

The great success story of late has been the rise of hard German discounters – Aldi and Lidl – who have enjoyed impressive double-digit growth over the last three years.