H-E-B Guides Texans to Local Wines

**H-E-B Simplifies Texas Wine Selection for Holiday Shoppers**

**AUSTIN, TX** – Texas grocery giant H-E-B is making it easier for shoppers to navigate the growing world of Texas wines, just in time for the bustling holiday season. Recognizing that many Texans want to support local wineries but feel overwhelmed by choice, the company has launched a new in-store initiative designed to highlight quality, locally produced bottles.

Throughout its stores statewide, H-E-B is rolling out clearer, dedicated signage, prominently featuring “Texans Helping Texans” and “Made in Texas” labels. The goal, according to H-E-B, is to cut through the confusion and allow customers to easily spot wines from celebrated regions like the Texas High Plains and Texas Hill Country. This comes as Texans prepare for Thanksgiving and Christmas gatherings, occasions traditionally associated with increased wine purchases.

“The quality and diversity of Texas wines have truly come into their own,” explains Greg Johnson, H-E-B’s Wine Category Manager. “We’re seeing exceptional craftsmanship and unique expressions from our local vineyards, offering something for every taste and occasion. Our aim with this program is to connect our customers directly with these fantastic options.”

The initiative showcases a robust lineup of acclaimed Texas producers, including William Chris Vineyards, Messina Hof, Fall Creek Vineyards, Becker Vineyards, and Pedernales Cellars. H-E-B is also providing specific pairing suggestions to assist holiday meal planning. For a classic Thanksgiving turkey feast, the William Chris Mary Ruth white blend is recommended for its crisp profile. For heartier Christmas fare, such as prime rib, shoppers can consider a Pedernales Cellars Texas High Plains Tempranillo or Messina Hof Private Reserve Merlot.

For those seeking versatile options suitable for various occasions, Fall Creek Vineyards offers their Vintner’s Select Chenin Blanc, known for its refreshing character, while Becker Vineyards presents their Prairie Rotie, a popular Rhône-style blend.

Beyond established brands, H-E-B is also promoting its exclusive “Texas Glories” brands. These are positioned as accessible and affordable entry points for consumers looking to explore Texas wines without a significant investment, serving as a great introduction to the state’s burgeoning viticulture.

This effort underscores H-E-B’s ongoing commitment to local producers and reflects the significant growth and increasing recognition of the Texas wine industry. With hundreds of wineries now operating across the state, Texas has solidified its position as a serious wine-producing region. By simplifying the selection process, H-E-B hopes to encourage more Texans to discover and enjoy the unique flavors of their home state’s wines this holiday season and beyond. Shoppers are encouraged to look for the distinctive signage on their next visit to H-E-B to explore these Texas-made choices.