Private Brand Wine Continues to Grows in America

More shoppers than ever are finding the best wines to buy at their supermarket. Wine sales in supermarkets have climbed over $10 billion, and in California, for example, this amounts to 85% of all wines purchased.

Retailers’ private label wines have been building momentum. A trend that began several years ago with the success of Trader Joe’s famous “Two Buck Chuck” wine has since morphed into a sophisticated assortment of reds, whites, roses and sparkling wines at chains like Whole Foods, Costco, Aldi and Lidl. Making matters even more competitive, retailers’ private label wines have been winning awards at major wine competitions.

Lidl, for example, won 101 medals at the International Wine Competition in Los Angeles earlier this year while 391 private label supermarket wines received medals at the International Wine Challenge that is held annually in London.

The high quality of private brand wines will be in the spotlight in 2018 when the Private Label Manufacturers Association’s International Salute to Excellence Wine Awards takes place in Amsterdam. Nominating ballots have now gone out to retailers across the US, Canada, Europe, South Africa and Australia.

A blue-ribbon panel of Wine Masters, sommeliers, wine professionals and journalists will convene in Amsterdam in April to evaluate the private label wines one-by-one. Wines will be judged on the basis of traditional criteria such as color, nose and taste. Wines selected for the judging were either submitted by retailers or purchased off the shelves at stores. At PLMA’s 2017 Salute to Excellence Wine Awards there were 48 Award-winning wines from 13 countries, covering 22 categories of reds and whites.

According to Brian Sharoff, President of PLMA: “The trend toward private label wines is extremely strong. Retailers like Costco, Trader Joe’s, Kroger, Aldi and Lidl have set a high standard by offering award-winning quality at reasonable prices.” The public is responding, too. The penetration of store brands wines around the world has climbed rapidly in recent years.

The wine panels are part of PLMA’s International Salute to Excellence Awards, which covers food, home and health products as well as wine. Last year, more than 80 retailers in 28 countries submitted products for awards.

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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.