Whether you call it “Target” or “Tarjay,” you probably never called it the place where you plunked down a fiver and came away with a bottle of wine “ carefully crafted with premium, California-grown grapes.” Now you can.

The “cheap chic” discount chain has just introduced a new line of wines under an in-house label, California Roots, that all retail for $5 a bottle. The five wines, each boasting its varietal in an attractive font and on a boldly colored label seemingly tailored to millennial tastes (anyone else reminded of this?), went on sale at more than 1,100 Target stores nationwide on Sept. 3.

The line’s Chardonnay, in a green-gold bottle with a peach-colored label, features “lush tropical fruit flavors and a bright finish” and pairs well with “artisanal cheeses and freshly baked bread,” according to a press release.

Pinot Grigio, in a clear bottle with a blue label, offers “vibrant citrus and tropical fruit flavors,” the release notes, suggesting pairings of “crisp green salads and fresh fish.”

Moscato (clear bottle, green label) provides “delicate aromas and creamy peach and melon flavors” and is good with “sweet, freshly picked berries,” Target maintains.

Cabernet Sauvignon (dark-green bottle, deep-red label) is characterized by “juicy cherry flavors” and “hints of oak and graceful finish” and holds up well to “thick ribeye steaks,” according to the company.

And California Roots’ Red Blend is graced with “smooth berry and cherry flavors with hints of spice” that complement “wild mushroom pasta and grilled vegetables,” Target says.

The line of wines is aiming to appeal to oenophile shoppers, including those with shallow pockets, by providing what Jeff Burt, Target senior vice president of food and beverage, described in a statement as “incredible quality and amazing value.”

Watch your back, Two Buck Chuck.