(Decanter) - Wal-Mart-owned wholesaler Sam's Club hopes that launching its own range wines will shake up the US market and attract more people 'who like fine wine'.

In a move to cater to a higher-end demographics the Bentonville, Arkansas-based Sam’s Club, which is part of Wal-Mart, launched its first private label wine late last year and has now expanded the line-up.

The brand now includes a Chardonnay, a Riesling, a Cabernet Sauvignon and a red blend. The reds were added this year and a sangria and a Prosecco are slated to be launched shortly. The current wine selection is priced between $7.98 to $10.48 for a 1.5-litree of the Mosel Riesling and is available in 37 markets.

The wine brand launch is part of an overall relaunch of the chain’s “Member’s Mark,” line which includes everything from patio furniture to electronics. The target market is ‘people who like fine wine’, said Sam’s Club spokeswoman Dianna Gee.