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Both Sunshine Bliss and Fine Wines are available now at Circle K stores in 27 states

Circle K debuts private-label wine

The global convenience store chain is starting with a line in 3,000 U.S. stores

Circle K is embarking on the opportunity to grow its private-label sales by debuting its first wine line in 3,000 of its U.S. stores as a start. The selection of wines includes the retailer's Sunshine Bliss lineup (under $8) and a premium lineup of six Fine Wines (from $10 to $25). 

“Our wines are curated specifically for customers seeking both quality and convenience,” said Sophie Provencher, senior vice president, of global merchandising at Circle K. “By expanding into this category, we are diversifying our adult beverage offering with an exclusive, exceptional wine experience for our Circle K customers at a great price point for everyday occasions.”

Both Sunshine Bliss and Fine Wines are available now at stores in 27 states across the U.S., and Sunshine Bliss includes seven new varieties:

  • Cabernet Sauvignon 
  • Pinot Grigio Colombard
  • Chardonnay 
  • Moscato 
  • Pink Moscato 
  • Sweet Peach 
  • Sweet Strawberry 

In addition to Sunshine Bliss, Circle K is rolling out an additional lineup of six Fine Wines that offer exclusive premium blends:

  • Fog Lane Red Blend 
  • Brick & Cole Cabernet 
  • Pine Crest Chardonnay 
  • Momental Pinot Noir 
  • Bella Figura Pinot Grigio 
  • Ivy Ridge Sauvignon Blanc 

The Fine Wines collection is currently available in more than 900 stores across 17 states and will expand more broadly this year.

Private label is still proving to be a boon for grocers and retailers alike. Store brand dollar sales in the U.S. climbed steadily throughout 2022, according to a report by the Private Label Manufacturers Association. In fact, PLMA also reports that for the 52 weeks ending Jan. 1, 2023, store brand sales advanced by 11.3%, nearly twice the growth of national brands.

The aforementioned PLMA report also revealed the strongest categories that showed growth for the full 2022 year, including beverages with dollar sales up 19.1%, and liquor at 15.6%. The growth of store brands’ revenues typically follows a pattern of shoppers purchasing more private- label selections during periods of economic difficulties. As such, retailers like Circle K will continue to produce new and innovative private-label products to meet these consumer demands. 




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