Brilliantly adding “drunk-shopping” to the business model

Amazon has partnered with King Estate Winery in western Oregon to develop—from conception to release—a new wine label called Next, alluding to the “next generation” of selling wine. The line will feature grapes grown in regions across the Pacific Northwest, not too far from Amazon’s own headquarters in Seattle, Washington. Bottles will cost between $20-40 each and will feature pinot gris, pinot noir, and a blend of grapes.

What this means for the wine market, including giant wine and spirits companies such as Constellation Brands, remains unclear. For Amazon, it’s another way to engage in the world of food. In June, the company announced it was acquiring Whole Foods for $13.7 billion—a move that rattled an already highly competitive US grocery market.

And Americans have proven thirsty for wine.