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Safeway has occasion-based wine category all wrapped up

A new line of wines targeted at specific buying occasions stand out on Safeway’s store shelves, with their ‘exquisitely designed’ full-body paper wraps.

Pw 44520 Evocative

A first-of-its-kind wrapped bottle is the vehicle for a new line of wines from Healdsburg, CA-based winemaker Truett-Hurst for retail grocer Safeway that revolves around occasion-based purchasing. The 22 SKUs in the Evocative Wrapped Bottle line each link to a specific buying occasion, using inventive variety names and “exquisitely designed wraps that tell a story, present a recipe, or celebrate a special occasion,” says Truett-Hurst CEO Phil Hurst.

“I’ve thought for a long time that there’s a real opportunity to engage wine consumers on their own terms,” Hurst explains. “We offer them products based on provenance and variety, yet they are buying wine for occasions. Consumers want a wine for fish, a wine for a barbecue, and a wine that makes a hit at a dinner party. Instead, they’re offered 6,000 indistinguishable and unmemorable Pinot Noir brands from various parts of California.”

According to Hurst, Safeway launched the brand to fortify its lead in the wine category against competitors and to “make it cool to shop Safeway for wine again.”

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