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Amount (in U.S. dollars) of the new Target brand of wine called California Roots. Just about two bucks more than Two Buck Chuck (its notorious forbearer), California Roots comes in chardonnay, pinot grigio, moscato, cabernet sauvignon, and a red blend. Target, which counts wine and beer among its most popular items, is betting that buying Target brand wine along with your laundry detergent and T.P. will be a no-brainer.

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