BJs just launched its own private label wine under its
Wellsley Farms line, continuing the trend of private label wines popping up in
major retailers across the country. Besides Trader Joe’s, BJs joins a long list
of retailers investing in private label wine, including Costco, Target, Sam’s
Club, Kroger, Aldi, and Whole Foods.
Private label wine is growing, currently accounting for 12%
of all U.S. wine sales, and is expected to reach 17% by 2021. And along with
growth in volume is an increase in quality across the category, as consumers
are becoming more open to experimentation and varietals from across the world
and are looking for “value wines” rather than “cheap wines” when shopping
private label. Who’s to thank for this trend? Yep, you guessed it… millennials.
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