As promised Minneapolis-based Target continues to expand its private brand portfolio. This time with a badly needed entry on the grocery side. The retailer is introducing a new line of private brand wines that place it in firmly in competition with Trader Joe’s iconic/infamous Two Buck Chuck (Charles Shaw.) Not high-quality private brand value wines from Lidl and Aldi.  The new brand California Roots features five wine blends carefully crafted from California-grown grapes. And the best part? The brand launches September 3.

The new brand joins Targets Wine Cube in the private brand portfolio. But adding California Roots is all about creating something new and special for our guests…

“We’re out to give our guests, even more, reasons to love Target—including exclusive products they can’t find anywhere else,” says Jeff Burt, senior vice president of food and beverage. “And we think they’re going to love California Roots—these wines are just the right blend of incredible quality and amazing value that guests can only get at Target.”

My Private Brand is also a media partner of the International Bulk Wine and Spirits Show that happens in San Francisco. Join The Private Label, Bulk Wine, Bulk Spirits and Contract Manufacturing Industry on July 25-26 in San Francisco. No show offers buyers a greater opportunity to meet producers who offer private label wine, spirits, bulk wine, bulk spirits and contract manufacturing. IBWSS is the ONLY show in the US that will bring the world to you. Over the course of two days leading figures from the global and US wine industry will share their advice, insights, and experiences on how bulk wine and spirits can help grow your private label and branded product business. The event will include a combination of conference sessions and workshop-style sessions.