Albertsons unveils direct-to-consumer, expert-curated wine brand

In the private-label arena, Albertsons Cos. has launched Vine & Cellar, a direct-to-consumer collection of curated wines sold only online.

Vine & Cellar wines range from $10 to more than $1,000 a bottle and come in an “expanded assortment of wine varietals and global wine regions,” Boise, Idaho-based Albertsons said Thursday. The wines are selected by the retailer’s Master of Wine Curtis Mann and his expert buying team.

Shoppers can order Vine & Cellar wines for delivery via the Albertsons, Safeway, Vons and Pavilions retail websites and mobile apps under the “featured” category. Albertsons said the wine arrives in one to three business days.

Vine & Cellar wines are available only online in California. / Image courtesy of Albertsons

“We are launching Vine & Cellar to give our customers and fellow wine enthusiasts the ability to discover and shop regional and specialty wines from smaller vineyards that are not usually available at national supermarket retailers,” stated Mann, who also serves as group vice president of alcohol at Albertsons Cos. and is one of 60 Masters of Wine in the nation. “Our team has tasted thousands of wines from Sancerre to Burgundy to Napa Valley, so our customers can enjoy the tannin, body and fruit of old world and new world vintages, all conveniently shipped to their doorsteps.”

Albertsons noted that the Vine & Cellar line adds to its expanding own-brand wine portfolio, which includes the labels Vinaforé, Signature Reserve, O Organics and Kaylana.

“I am deeply passionate about wine and introducing new blends and regions to our customers. For both the wine enthusiast and wine explorer, Vine & Cellar is a destination for customers building their home wine collection and those who want to expand their palates and knowledge about wine,” Mann added.

According to the Private Label Manufacturers Association (PLMA), private-brand wine remains a growing category. PLMA reported this month that sales of store-brand chardonnay, merlot and other varieties climbed 9.1% to $52.2 million for the 52 weeks ended June 18, based on Circana market data. Unit sales of private-label wines rose 8% over the same period.