During latest Black Friday, Amazon also sold its own wines. For 19.99 euros it was possible for Amazon Prime users to buy a 6-bottle pack under the Compass Road brand, that is the first private label from the US e-commerce giant. The range includes six wines: Merlot, Chardonnay, Grenache rosé, Dornfelder, Riesling and Italy’s Pinot Grigio Garda PDO.
ITALIAN WINE: THE FIRST TIME WITHIN AMAZON PRIVATE LABEL
Pinot Grigio Garda PDO is therefore the first Italian wine offered under the Amazon brand. The Cyber Monday offer was 17.94 euros for six bottles with this label, produced in the Garda area and described as a “refreshing, citrus and soft, with a sweet aftertaste of fresh and delicate honey” product.
This is the first ever attempt of this kind for Europe, where the expansion of the range will only take place if Compass Road is successful. A further step should concern Amazon branded spirits on the UK and German markets. In the United States, on the other hand, Amazon launched a line of Next labels in 2017 in partnership with the U.S. King Estate winery in Oregon. The acquisition of Whole Foods – which has a license to sell spirits – prompted Amazon to close the B2B Amazon Wine project, to focus attention on sales through Amazon Fresh, Prime Now and Whole Foods Markets.