How Private Labels Can Help Bulk Suppliers Ramp Up Sales

The World Bulk Wine Exhibition (WBWE) published an article on private label strategy for bulk wine suppliers, featuring insights from industry practitioners — including Jonas De Maere.

Read the full article on LinkedIn

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Key Takeaways

A fast-growing channel Private labels represent over 30% of wine and spirits sales in some global markets. In the US, they account for 10–15% of wine sales but are expanding rapidly — with spirits growing at 50% year-over-year.

The economics work for retailers Retailers source at bulk prices and sell under their own brand, improving margins while offering competitive consumer pricing. Trader Joe’s “Charles Shaw” and Costco’s Kirkland label are the benchmark examples, but the model extends far beyond grocery — from cruise ships to sports teams to private events.

Premium is the next frontier While grocery private labels have historically been capped at ~$20, retailers are increasingly exploring the $15–20 premium tier using appellated wines to break through psychological price barriers.

Long-term commitment is the key success factor Development timelines range from 4–5 months to 2 years for barrel-aged products. Success requires reliable supply chain control, consistent delivery, and treating private label as a core part of the business model — not a one-off arrangement.