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$2.99 Rosenblum zin--how and why?

ernie in berkeley | Mar 2, 201512:26 PM

Trader Joe's Bay Area stores are currently selling the entry-level "Vinters Cuvee" zinfandel from Rosenblum at $2.99 a bottle. This wine normally retails for around $12.00.

Could those ITB explain how and why both Rosenblum and TJs sell it so cheaply? TJ's would probably have had to pay $1.00-$1.50 per bottle. Why was Rosenblum so eager to unload this mostly harmless wine, and why didn't TJ's set the price at a more normal $5.99, about the average for their bottom of the line zinfandels.

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