United Raises a Glass, of PL Wine

September 12, 2011
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United Supermarkets is joining forces with a local winery to produce four one-of-a-kind private label wines. Dubbed “Outlaw Heartbreaker” and “Outlaw Anthem Wanted!,” the wines carry different and unusual flavor profiles.


“This is the second private label collaboration with a local winery for United Supermarkets,” says Eddie Owens, director of communications and public relations for United Supermarkets. The first collaboration was with McPherson Cellars, which is responsible for distributing the grocer's Farm to Market private label wines.


The Outlaw wines have more unique flavor profiles compared to their Farm to Market counterparts, and combine blends like Chenin Blanc, Viogner and Sauvignon as well as Zinfandel and Carignane. The wines are of premium quality and are packaged in a bottle that echoes their Outlaw namesake.


Most of the grapes are being sourced from vineyards near Plains and Dell City, Tx. The wines themselves are being produced by Llano Estacado Winery located in Lubbock, Tx. This is Llano's first private label venture, says Owens.


The Lubbock, Tx.-based grocer anticipates further growth in its private label wine offerings in the future, says Owens. The Outlaw brand of private label wines are currently available at all 10 Market Street stores for a unit price of $9.99.

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