I can’t resist checking out what’s new on the wine wall when I’m out and about and so a trip to the QFC supermarket in Belfair, Washington necessarily evolved into wine economics fieldwork. QFC is a Pacific Northwest component of the vast Kroger supermarket chain, which was recently named wine retailer of the year by Wine Enthusiast magazine.
It is understand why. All the Kroger empire stores that I have been to in recent years feature extensive wine departments, each tailored logically to match local shopper demographics. QFC (for Quality Food Centers) seems to me to target an upscale customer base and the last remodel of this store expanded the wine wall and introduced a climate controlled walk-in wine cave where some relatively expensive bottles reside.
It is always fun to look at the wine selection at this store and I noticed a little while ago that a special section has been carved out for “Alternative Packages.” This makes sense generally, I think, because wine has moved beyond the standard 750 ml and 1.5 l glass bottles to include many other containers. The fact that there is a separate wall of these wines suggests that the customer who comes shopping for alternatives is a bit different from the glass bottle buyer.
Probably true generally, but particularly for this store. Belfair sits on the edge of Hood Canal, a major salt water recreation destination with many hiking and biking trails in the surrounding hills. Alternative packages lend themselves to boating, backpacking and picnics. Economy is one driver in this segment, but not the only one. Convenience and the environment are also important.
I was interested to see what was classified as an alternative package. Big bag-in-box wines, of course, both domestic and import, with prices ranging from economy to premium. Tetrapacks like French Rabbit and Bandit, too, in both 1 liter and smaller sizes were also present. Four-packs of mini-bottles were classified as “alternative” as well.
I don’t think I saw any cans of wine or pouches of wine, but perhaps they were located elsewhere int he store as I think I’ve spotted them here in the past. These are also convenient delivery systems that are getting more attention from consumers.
I was interested to see the Stack wines, single serving plastic wine glasses sold in four-glass “stacks.” Just zip off the plastic wrapping, snap off the lid and you’re in business.
I don’t know anything about the Stack wines apart from what I found on their website, but I understand that this category is growing. Correspondence from the folks at Copa di Vino wine (which was not available at this particular store) reveals that their single-serving brand is selling 600,000 wine cups per month and is looking to expand.
I’m told that wine cups add to total sales for retailers rather than cannibalizing existing customers, which means it really is a different market, driven by different factors. I guess the folks at Kroger really know what they are doing in carving out a separate Alternative Packages category!