01The Wine Economist·
Costco stocks boutique wines as global surplus pressures producers
- Costco, the largest US wine retailer, now carries boutique producer bottles alongside its Kirkland Signature label, exploiting a market surplus to stock unexpected selections.
- Kirkland Signature wines, launched in 2003, are small lots (around 2000 cases each) created by contracted winemakers and rotated through stores to drive repeat visits.
- Costco's model mirrors British supermarket strategy: a curated house brand lends retailer reputation to unfamiliar global wines, contrasting the US brand-driven and German discount-driven systems.