With the clink of a wine glass, Walmart is going to bring a touch of Napa Valley to its bargain-thirsty shoppers.

In its newly-launched Winemakers Selection, the retail giant is offering 10 “distinctive labels” of wine sourced from California, France and Italy. They sell for about $11 per bottle, yet will be high quality, according to Nichole Simpson, Walmart’s senior wine buyer.

Walmart began selling its private wine label in about 1,100 stores nationwide last month. Before the launch, Simpson spent several months visiting both domestic and international winemakers, getting to know the producers of each bottle. Simpson said the labels help enhance the wine experience: Not only can customers get it cheap, but also they can understand the story behind every bottle.

“We have made sure (the labels are) easy to read and ‘clean’ for the customer because they don’t have a lot of time,” Simpson said.

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