(Wine-Searcher) - The mega chain is ramping up to compete with Aldi and Trader Joe’s.

One of the last things you might expect to find, stocked among lawn furniture and toys, is private-label wine. But as of last month, the world's biggest retailer debuted a 10-varietal lineup into 1100 stores across the US.

Press materials promise that the wines taste like they cost $40 a bottle, which is certainly a hard-to-quantify comparison. However, the move might democratize an elite playing field, by introducing quaffable wine for the masses at a store near you. It also pushes brand loyalty to a new level, as retailers try to assess how much their customers trust in their products across categories.