Walmart is launching its Winemakers Selection of private label wine to 1,100 stores, according to Forbes magazine. Following in the footsteps of rivals Target, Aldi and Trader Joe’s with hipper and tonier bona fides, Walmart is launching its private label offerings to 1,100 stores. The collection is sourced from California, France and Italy, and will retail for about $11 a bottle.

Like fashion and home design before it, highbrow food has been getting a low-price makeover in the U.S. grocery sector, as organic and high-quality fresh foods move from the margins to the mainstream.

Amazon’s acquisition of national grocer Whole Foods Market is the deal that symbolically cemented the trend.

At the same time, supermarkets such as Trader Joe’s and European grocers Lidl and Aldi have been selling award-winning wines at prices that can undercut even Walmart, which is late to the drinking party.

With this move, Walmart is also aiming for a swig of the hottest segment of the alcoholic beverage industry. U.S. consumers spend an estimated $62 billion on wine annually, according to Wines & Vines. And, millennials have become a key wine-consuming group, which is notable, as they’ve eclipsed baby boomers as the nation’s biggest buying group.