BJ’s unveils spirits under Wellsley Farms brand

Dan Ochwat
Executive Editor
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Club store offering American vodka, Canadian whiskey and Irish whiskey

Joining a line of Wellsley Farms private brand wines, BJ’s Wholesale Club has introduced three new spirits under the brand including an American vodka, Canadian whiskey and an Irish whiskey. While spirits are a smaller category in alcohol overall compared to wine and beer, more retailers seem to be rolling out premium private brand spirits.

Albertsons Cos. recently rolled out a Signature Reserve vodka and whiskies. Trader Joe’s offers a premium organic gin. ALDI just launched a premium, pink-colored gin for the holidays in the U.K., and Amazon rolled out a private label gin called Tovess in the same region in October.

Per analysis from market researcher Statista, revenue in the U.S. spirits category is expected to hit nearly $84 million in 2019, up 2.9% annually. The firm sees total sales amassing $94 million by 2023. Globally, the spirits market reached $443 million in 2019, up more than 3% annually.

In select states, the collection of Wellsley Farms spirits can be delivered same-day to a club member’s home. The Westborough, Mass.-based retailer also selected same-day deliverable foods to pair with the spirits such as a box of artisan Wellsley Farms appetizers, Wellsley Farms goat cheese and sweet honey bites, cocktail beef franks under the private brand name, and a Berkley Jensen buffet serving set.

In the wine category, the retailer offers five Wellsley Farms wines: Prosecco, Sauvignon Blanc, Pinot Grigio, Malbec and Cabernet Sauvignon.