
Target wants consumers to come out of the closet about boxed wine. From the superstore that has made everything from Isaac Mizrahi shoes to bridal gowns cheap chic, Target brings another option. For $15.99, the store serves up wine "cubes" (not cardboard boxes.) The three-liter boxes come in a variety of flavors and serve up the equivalent of four bottles of wine. There is also a 1.5-liter $9.99 model.
What I find so interesting about the product is the marketing. Target not only carries this product, but I found it on an endcap at the front of an aisle towars the front of the door. They want adults to check out this product and not be ashamed that they are purchasing boxed wine. Also, the Target Web site about this product explains that the packaging (usually associated with subpar wine) helps preserve the wine for up to a month, right in the fridge.

Too bad I can't tell you what they taste like -- I wasn't really in a wine mood. But I'm certainly curious and may have to try the Australian Shiraz or perhaps the Reisling, which will debut in the fall.
No comments:
Post a Comment