April 3, 2018
Since California Roots launched at Target last August, it’s quickly become one of our bestselling wine brands, and for good reason—the red blend, chardonnay and pinot grigio have all won a Best Buy score from Wine Enthusiast, proving that you can pick up great tasting wine at Target for only $5. Now we’re expanding the assortment with a very on-trend varietal, just in time for summer: Get ready to enjoy California Roots Rosé, arriving in stores on April 8!
Rosé is one of the most popular varietals at Target right now and as we head into peak rosé season, our wine buyers say that trend is here to stay. So much so that we nearly doubled our rosé assortment, and now the new California Roots offering will bring a delicious bottle of great wine (at an even more incredible value) into the mix.
“Since we started offering California Roots last summer it has quickly become one of our top-selling wine brands, adding to the overall success of our adult beverage business,” said Mark Tritton, Target executive vice president and chief merchandising officer. “Following up on the recent introduction of Yes Way Rosé, California Roots Rosé—at just $5 a bottle—provides guests with yet another differentiated reason to put Target at the top of the list for their adult beverage purchases.”
Target’s adult beverage business has been a shining star in our food and beverage portfolio. In fact, last year it was our fastest-growing division in the department thanks to our unique assortment, store remodels and liquor license expansions. This year, we’ll continue to bring adult beverage to even more guests by making the assortment available in nearly 80 percent of our stores by the end of 2018. It’s all part of our ongoing effort to make Target America’s easiest place to shop.
So get ready to pour yourself a glass of California Roots Rosé, with notes of fresh berry and citrus, and enjoy it alongside spicy grilled shrimp, grilled pesto chicken, Margherita pizza or a crisp spinach salad to soak up the taste of summer all year long.
California Roots Rosé will launch April 8 at 1,200 Target stores nationwide.
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