Private Brand Wine A Growth Opportunity?

Wine could become a major Private Brandopportunity for supermarkets, drug chains and mass merchandisers sales in the U.S., according to Len Lewis in a new video report on the latest PLMALive!

Currently, U.S. Private Brand market share in the $6 billion wine category is only about 1%, according to PLMA’s Private Label Yearbook. However, Lewis explains that store brands wine sales grew by almost 25% last year and was one of the top 10 private label volume gainers last year and  the growth is only expected to continue.

While 15 states still prohibit supermarkets from selling wine, legislators in some states, including New York, Connecticut and Kentucky, have been trying to make changes in order to bring in the millions of dollars that come with licensing fees and taxes.

The potential of private label wine was highlighted in 2003 with Trader Joe’s introduction of its exclusive “Two-buck Chuck” wine. Other retailers with strong store brands wines include Walgreens, which introduced its Southern Point label in 2009 following a 10 year absence from the wine business. Costco’s Kirkland brand is featured at that retailer, and Target has introduced its own brand, Wine Cube. Kroger and Albertson are among supermarkets with well-known private label wine programs. And convenience retailer 7-Eleven has recently expanded their private label wine selection.

In Europe, the private label wine market has been thriving for years. Private label accounts for one-third of wine’s unit sales in France and 29% in Italy. In Britain, Tesco has been the leading brand of wine for years. This report can be accessed on

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.