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Kroger Enhances Online Wine Program With ‘Build-Your-Own’ Feature

Kroger Enhances Online Wine Program With ‘Build-Your-Own’ Feature

Kroger Wine, the grocery chain’s online wine sale division, has added a “build-your-own-pack” feature that allows shoppers to curate their own selection from more than 45 wines. Since Kroger launched the program in late 2018, shoppers have only had the option of choosing pre-curated wine packs or joining a quarterly membership club. Wines range in price from $10 to $16 per bottle with no additional shipping fees for home delivery.

The program, which Kroger operates in conjunction with the e-Commerce wine platform DRINKS, is now available to shoppers in Arizona. Earlier this year, Kroger expanded the service to Illinois, Massachusetts, New York and New Jersey. It’s now available in 19 states and Washington, D.C., representing 58 million households both inside and outside the 2,800-store Kroger brick-and-mortar footprint.

“Our mission is to serve our customers anything, anytime, anywhere, and Kroger Wine represents an additional way our customers can shop with us,” said Jody Kalmbach, Group VP of Product Experience at Kroger in a statement. “With the new ‘build-your-own-pack’ feature, Kroger has brought its industry-leading convenience and personalization to the online wine-buying experience.”

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