Macy's new private label comes in a Pinot Noir
With the sustained success and popularity of private-label wine such as Trader Joe's Charles Shaw line (known as "Two-Buck Chuck" and celebrated as much for its price point as its relative quality), it's no surprise to see another major retailer rolling out its own wine brand. What may be surprising, however, is that the latest offering is not coming from a grocery retailer or a foodservice operator. Macy's has announced that it will begin selling its own private label wine brand, which will be available at some Macy's-owned restaurants, as well as in select Macy's stores.
According to a press release, the department store chain has partnered with KDM Global Partners, a private-label wine company, to create three wine varietals; a Pinot Noir, a Chardonnay and a Cabernet Sauvignon.
"This flagship wine brand will create additional exposure for and loyalty to the Macy's wine category among its customers — enhancing the overall Macy's experience," said Jonathan Gelula, KDM's President in the press release.
Photo: Trader Joe's
Other retailers not primarily known for beer and wine have recently tinkered with their formats to facilitate moving into adult beverages. Starbucks' Evening format now offers coffee drinkers the option of a wine and craft beer menu after a certain hour at some locations. The in-store bar at some Whole Foods enables customers to drink before, or while, they shop (perhaps easing the sticker shock some customers experience when finally reaching the register).
The press release does not indicate whether the private label wine will remain restricted to the higher end restaurants in its flagship stores such as the Walnut Room in Chicago's Loop location on State Street (which added a wine bar in 2007) or if the retailer aspires to fit wine purchasing and drinking into the broader Macy's experience.
Macy's does, however, appear to envision wine as playing a role in the way customers understand the brand. In addition to Macy's in-store offerings such as the Walnut Room wine bar, there are also wine shops attached to some flagships and the retailer's online store features a range of tools for bartending and wine-related accessories.