Wal-Mart announced that they would soon be offering customers a new discount item: Wal-Mart’s own brand of wine. The world’s largest retail chain is teaming up with E&J Gallo Winery of California, to produce the spirits at an affordable price, in the $2-5 range.
Wine connoisseurs may not be inclined to throw a bottle of Wal-Mart brand into their shopping carts, but “there is a market for cheap wine”, said Kathy Micken, professor of marketing. She continued, “But the right name is important.” Customer surveys were conducted to determine the most attractive name for the Wal-Mart brand.
The top surveyed names in popularity are:
10. Chateau Traileur Parc
9. White Trashfindel
8. Big Red Gulp
7. World Championship Riesling
5. Chef Boyardeaux4. Peanut Noir
3. I Can’t Believe It’s Not Vinegar!
2. Grape Expectations
And the number 1 name for Wal-Mart Wine…
1. Nasti Spumante
According to Micken, “The beauty of Wal-Mart wine is that it can be served with either white meat (Possum) or red meat (Squirrel).”
Founder in 1962, Wal-Mart is a global company with more than 1.3 million associates worldwide and nearly 5,000 stores and wholesale clubs across 15 countries. Last year, Wal-Mart generated more than $256 billion in global revenue, establishing a new record and adding more than $26 billion in sales.