Safeway Accused of Faking Wine Discounts Through Rewards Program

Safeway Inc. deceptively advertises limited-time discounted wine to its rewards members, but the sales never end, a proposed consumer class action alleged.

“In vino veritas? Seemingly not—at least when Safeway is pricing the wine for sale to Safeway for U Rewards members in its grocery stores,” the complaint filed Wednesday in the US District Court for the Northern District of California said.

Rewards members expect the advertised discounts to mean they are saving money on the products and that the sale will end on a particular date, the consumers alleged.

“But Safeway deceives its wine-drinking Rewards members by offering false ...