United Toasts Wine Success

CAROL ANGRISANI

LUBBOCK, Texas — United Supermarkets has expanded its private-label wine program with the launch of “Farm to Market” Moscato.

Farm to Market Moscato is the fourth store-brand wine launched by United.

Moscato is the fourth store-brand wine to launch in the last seven months, joining Patio Sangria, Farm to Market Red and Farm to Market White.

Moscato is described as a dessert wine or aperitif “loaded with citrus, white peach and fragrant floral notes, and has an approachable sweetness balanced with a crisp acidity.”

All three Farm to Market wines sell for $9.99 per 750-milliliter bottle. Patio Sangria costs $6.99.

United launched its private-label wine business last summer, when it introduced Patio Sangria during the July Fourth weekend. A few weeks later, Farm to Market Red and Farm to Market White hit store shelves. Moscato started rolling out in December.

Lubbock-based McPherson Cellars Winery produces all four wines, and Lubbock artist Carol C. Howell created the labels for all four bottles.

The goal of the line is to differentiate United's stores from the competition, said Roger Scott, United's business manager for beer and wine.

“Our guests are looking for something different when they shop our stores,” said Scott. “If we can offer them a high-quality wine at a good price that our guests can't find anywhere else, then we've achieved our goal.”

All four wines are performing well, according to United spokesman Eddie Owens. “It's certainly an enterprise we're committed to.”

In an online blog, Roy Mohr, the wine steward at United's Market Street store in Frisco, Texas, touted the quality of blend wines.

“Blends simply can make for a really exciting opportunity to create a ‘house-style’ of wine,” he wrote.

He added that Farm to Market White is one of his favorite blends.

“It is a darn good summertime white wine and will continue to please many wine drinkers all year long,” according to Mohr.

In other wine news, the retailer is having success with its new “Create Your Own Private Label Wine” events, in which representatives from “3 Dreams Wine,” a Dallas-Fort Worth company, offer personalized wine labels.

With every purchase of 3 Dreams chardonnay, merlot or cabernet for $15.99, shoppers can get their favorite photo and/or personalized message emblazoned on the wine label for no additional cost.

“Guests without a specific photo can choose from existing designs or tell the representative about their original idea to create memorable gifts for friends and family to commemorate an engagement, anniversary, birthday or special event with a lasting keepsake,” Owens said.

A trained sommelier hosts a complimentary wine tasting for guests while their labels are being crafted.

The events started in August, and based on strong success, have continued. About 20 events were to be held in January and February alone.

“They have been such a big hit, we continue to offer them,” said Owens.

While most have been held at its Market Street-banner stores, the retailer conducted one at its upscale United location in Amarillo.