Target is enjoying an exclusive launch window for lifestyle brand Yes Way Rose's first ever wine.
Made in the south of France from classic Mediterranean grapes, Yes Way Rose wine is a premium rose described as dry and complex with tasting notes of strawberry, citrus and white peach. Priced at $12.99 a bottle, the wine rolled out to about 1,100 of Target’s 1,826 stores March 4 and will expand to other retailers in "the coming months," according to Hearst Communications' Cosmopolitan.
In stores, Yes Way Rose received secondary merchandising space via case stacks and an extra spotlight on a glorifier communicating its tasting notes and recommended food pairings (fresh salads and seafood). A Feb. 22 Facebook update from Target as well as Instagram, Facebook and Twitter updates from Yes Way Rose support.
“Based on the incredible success we’ve seen in our adult beverage business, we were really excited to learn that Yes Way Rose was introducing their first wine," said Mark Tritton, Target's executive vice president and chief merchandising officer, in a Feb. 22 post on the retailer's A Bullseye View blog. "We think our guests will be equally excited to find this new option at Target, just in time for rose season.”
Yes Way Rose was launched in 2013 by best friends Erica Blumenthal and Nikki Huganir, who decided to turn their love of rose wine into an Instagram account. Since then, the pair launched a line of Yes Way Rose-branded products ranging from candles to beach towels. The duo's second wine, dubbed Summer Water, will roll out April 16 via subscription service Winc.
Teaming with Target to debut their brand's first wine made sense to Blumenthal and Huganir. "It's the perfect fit for our brand, which is about finding opportunities for celebration while also aiming to be approachable to all," they said in a joint interview on the A Bullseye View post.
"We deeply connect to Target’s mission of offering quality and affordable products with a focus on great design. It echoes exactly what our objectives are with Yes Way Rose wine — to create an exceptionally beautiful, high quality rose that’s accessible to as many people as possible."
Yes Way Rose's wine launch comes a few months after Target introduced its exclusive California Root wine produced by Trinchero Family Estates, according to the Chicago Tribune. Launched Sept. 3, the line comprises a chardonnay, pinot grigio, moscato, cabernet sauvignon and red blend priced at $5 a bottle.