Target has announced the launch of Casa Cantina, a line of agave wine-based RTD cocktails.
What is Casa Cantina?
Target’s new product line is launching in three flavors — Classic Margarita, Strawberry Margarita and Pina Colada — in 1.5 liter bottles and a 3 liter bag-in-box each with 13.9% ABV. The products are available at over 1,200 Target locations starting today, and are priced at under $18 each, with “most products less than $10,” according to a press release.
Casa Cantina is made with 100% agave wine, which is a blend of fermented agave (typically below 10% ABV) and blanco tequila. Though a relatively small part of the U.S. beverage alcohol space, agave wine is widely used in traditional Mexican cocktails and brands such as Flybird and La Catrina have released RTD versions.
How does this fit into Target’s wine and spirits strategy?
Only around 1,200 Target stores sell alcoholic beverages, but the category has become a growth driver for the retail chain. According to the company, Target’s Adult Beverage business and market share have nearly doubled in the last five years, and shoppers who purchase adult beverages are averaging 60% larger baskets than those who do not. Within that mix, Target has sought to build out its private label Wine & Spirit Selects around choice and affordability, mainly through wine brands such as Headliner, Sun Pop, Photograph and Wine Cube.
In 2021, Target announced shoppers could add wine, beer and liquor products to their pickup and drive-up orders at stores that sell alcohol, and also get them shipped directly with same-day delivery via Shipt from over 600 locations. Last August, the company reported same-day services (in-store pickup or Shipt delivery) accounted for more than half of all digital sales.
“We know our guests are increasingly looking for convenient adult beverage offerings. That’s why we’re excited to introduce Casa Cantina, an assortment of ready-to-drink craft cocktails that delivers great taste and high quality at an incredible value,” said Rick Gomez, Executive Vice President and Chief Food and Beverage Officer at Target. “At Target, our approach is to help guests discover the joy of food during life’s everyday moments. Whether it’s quality craft cocktails and protein for the grill or seasonal salad kits and freshly prepared deli sides, we’re proud to offer that only-at-Target combination of convenience, value and inspiration.”