Kroger Takes on 'Prime Day' with Wine, 'Black Friday' Sale

Cyndi Loza
Associate Editor, Path to Purchase Institute
Cyndi Loza profile picture

Kroger is running online promotions that work to spotlight its direct-to-consumer offerings and compete with Amazon's Prime Day.

The grocer is leveraging its relatively new Kroger Wine program to discount bulk purchases, promising $40 off select 12-packs of wine collections with promo code "July40" at checkout. The offer kicked off July 12, according to Hearst Communications', and runs through July 17. Concurrently, Kroger is also dangling 15% off collections of white wine with code "entertain15," Newsweek reported. Display ads on and tout the sale. Amazon's Prime Day event runs July 15-16.

"The largest grocer in the U.S. is focusing on a product you can't get from Amazon this Prime Day: Wine," Kroger representatives said in a statement to Newsweek.

Kroger launched its wine online store and delivery service in partnership with Los Angeles-based Drinks Holding in October. The service kicked off in 13 states, as well as Washington, D.C., and has since expanded to 18 states including Illinois. 

Elsewhere online, Kroger is running a "Black Friday in July" sale on its direct-to-consumer e-commerce platform Kroger Ship. Deals include:

  • 10% off the purchase of $20 worth of Bayer's One A Day vitamins through July 29 with promo code "one10,"
  • 25% off select baby SKUs using promo code "baby25" through July 17, 
  • 15% off PepsiCo's Gatorade SKUs and Johnson & Johnson's Listerine through July 29, and
  • 25% off select private label vitamins through July 17. 

Carousel ads across Kroger chain websites tout the sale, directing users to A display ad on also supports. 

The Path to Purchase Institute recently broke down the retailer's e-commerce offerings during a webinar devoted to the retailer. Click here to listen on demand.

NOTE: For more on Kroger, visit Path to Purchase Institute members have access to more than 7,900 images and 631 articles of marketing and merchandising activity at Kroger, along with a full Retailer Profile outlining the chain’s operations and strategies.