Walmart Luxury: $6.96 Wine Gets 95 Points

The Washington Post: “The label for La Moneda Malbec Reserva 2015 from Chile looks like nothing special, until you notice the small decal on the side touting 95 points and a platinum medal from Decanter magazine … So last fall, Walmart introduced the La Moneda Malbec into 577 of its 4,600 or so U.S. stores, priced at $6.96 a bottle.”

“They bring it into the United States through their importer to various distributors, who speed the product through the three-tier distribution network at minimal cost. Because the wine is going exclusively to one store’s various outlets, there’s no marketing cost to build the brand and fight for shelf space. (Though someone at Walmart was smart enough to enter the malbec into the Decanter competition and then market its triumph for all it was worth.)”

“Once in the store, the wine receives prime placement on the shelf — at eye level, or a coveted end-of-aisle display — alongside California chardonnays and merlots that also don’t have the store name on the label but are available nowhere else. National brands are often relegated to less-visible, harder-to-reach shelves.”


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