Circle K scales private label wine brands chainwide

Dive Brief:

Circle K has completed the rollout of its value-priced private label wine brand, Sunshine Bliss, across 3,000 stores in 27 states, according to a Wednesday press release.
In addition, the company is also scaling a Fine Wines line, which features exclusive premium blends and choice varietals that’s currently available in 900 stores across 17 states.
Customers can buy bottles of Sunshine Bliss wines for under $8, with some also available in tetra paks. Fine Wines selections range from $10 to $25 per bottle.

Dive Insight:

Circle K began implementing the wine lines in some stores in late 2022, a spokesperson said in an email. Sunshine Bliss has completed its rollout, while the Fine Wines line is expected to expand to more stores later this year, based on the timing of shelf resets.

“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,” said Sophie Provencher, senior vice president, global merchandising at Circle K, in the announcement.

While wine is not a red-hot category in convenience stores, it is still popular across the U.S., racking up sales of more than $14 billion over the past year, according to Goldman Sachs and NielsenIQ data. Loosening laws mean that 40 states currently allow c-store wine sales.

The Sunshine Bliss wines, which all use California grapes according to the spokesperson, come in seven varieties: Cabernet Sauvignon, Pinot Grigio Colombard, Chardonnay, Moscato, Pink Moscato, Sweet Peach and Sweet Strawberry. Two of the varieties — the Moscato and the Cabernet Sauvignon — were voted in the top 10 in the 2022 World Value Wine Challenge, an international competition for value-priced wines.

The Fine Wines line includes Fog Lane Red Blend, Brick & Cole Cabernet, Pine Crest Chardonnay, Momental Pinot Noir, Bella Figura Pinot Grigio and Ivy Ridge Sauvignon Blanc.

The bulk of the wines were also named “best buys” by Tastings.com and Wine Enthusiast.

Laval, Quebec-based Alimentation Couche-Tard, parent company of Circle K, operates over 7,000 in the U.S. under the Circle K, Holiday Stationstores and Couche-Tard banners. With 9,000 stores in North America, It is the second-largest c-store company in the continent behind 7-Eleven.