Walmart’s Plan To Attract Scotch Drinkers

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Think Walmart shoppers drink only Busch beer and boxed wine? That’s about to change … 

Jan 3, 2020

Food Dive – Walmart has added more high-end alcoholic beverages to its shelves, Business Insider reported.

Products include craft beers, hard seltzers, canned wines and wine and spirits from brands like Buffalo Trace, Justin and Veuve Clicquot.

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The upscale shift in adult beverages for Walmart started last spring and will continue throughout this year.

Sourcing from local suppliers is a major focus for Walmart, Jason Fremstad, vice president of adult beverages at Walmart, told Business Insider. So far the retailer has had more than 100 meetings with local and national craft suppliers and brewers.

Fremstad said Walmart is making these changes because shoppers are looking to purchase more premium alcohol options the retailer isn’t known to carry.

Tapping into these premium alcohols signals a shift for Walmart, which typically attracts budget-conscious shoppers.

But customers seem to be ready for the update. To test demand, Walmart brought a barrel of Buffalo Trace bourbon to one of its stores.

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Bottles sourced from the barrel sold out within six days, according to Business Insider. …

Over the past few years, Walmart has been updating its stores and services to welcome a wider range of shoppers.

It’s rolling out a new-look produce department and sourcing more organic products. It’s also offering grocery delivery, pickup and alcohol delivery at hundreds of stores.

Adding new alcohol options is in keeping with that mission to nab new customers and upsell existing ones … Read more.


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