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BJ’s Wholesale Club Launches Wellsley Farms Premium Spirits


BJ’s Wholesale Club announced today a premium spirits collection from the retailer’s private brand, Wellsley Farms. Customers can find the new spirits, which include vodka, Canadian Whisky, and Irish Whiskey, in select BJ’s clubs now, just in time for holiday entertaining.

BJ’s premium Wellsley Farm\’s spirits offer shoppers high-quality products at an unbeatable value and are the perfect addition to any cocktail. The new collection includes 1.75-liter bottles of:

  • Wellsley Farms American Vodka (starting at $18.99): Crafted with the finest quality U.S. corn, this super-premium American-made spirit is six times distilled and gluten-free. Just what holiday punch calls for.
  • Wellsley Farms Canadian Whisky (starting at $20.99): Aged in oak casks for eight years, resulting in a deliciously mellow spirit. Perfect for a whiskey, ginger, and cranberry.
  • Wellsley Farms Irish Whiskey (starting at $27.99): A delightfully smooth, medium body whiskey, aged four years with subtle hints of chocolate-covered toffee. Use it to spice up homemade Irish Eggnog.

“BJ’s is proud to launch our exclusive Wellsley Farms premium spirits to offer our members even more value,” said Bonnie Volpe, vice president, grocery and sundries, BJ’s Wholesale Club. “Our Wellsley Farms spirits can be enjoyed neat, on the rocks or in your favorite cocktail and are the perfect addition to any gathering, especially during the holidays.”

The new Wellsley Farms spirits follow BJ’s launch of five exclusive, high-quality wines from around the world: Prosecco, Sauvignon Blanc, Pinot Grigio, Malbec and Cabernet Sauvignon.

Shoppers in select states can get their Wellsley Farms wines and spirits delivered right to their door with BJ’s new expanded same-day delivery service, available in North Carolina, Ohio, Connecticut, Massachusetts, Michigan, Virginia and Florida clubs that offer beer, wine, and spirits.

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BJ’s Wholesale Club Debuts Wines From Around the

\"\"Warehouse club retailer BJ’s Wholesale Club recently released five new private brand wines from its, Wellsley Farms brand.

“At BJ’s, we pride ourselves on offering unbeatable value and high-quality products,” said Bonnie Volpe, vice president, DMM, beverages, pet and tobacco. “That’s why we’re excited to introduce our new Wellsley Farms wines from some of the finest winemaking regions in the world. Whether it’s a special occasion or a quiet night at home, BJ’s shoppers can celebrate every moment with these delicious, incredibly priced new wines.”

The new wines from Wellsley Farms start at $6.99, they include:

  • Wellsley Farms Malbec from Mendoza, Argentina: Estate-grown and bottled at top vineyards in the winemaking region of Mendoza, the Wellsley FarmsMalbec Gran Seleccion is made with grapes handpicked at the highest elevations.
  • Wellsley Farms Prosecco from Treviso, Italy: The Wellsley FarmsProsecco DOC Treviso Extra Dry is made from Glera grapes using natural fermentation in the northern Italian town of Treviso. Its fruity bouquet has notes of Golden Delicious apples, bananas and peaches.
  • Wellsley Farms Pinot Grigio from Venezie, Italy: Estate-bottled in the Venezie winegrowing region of Northern Italy, the Wellsley FarmsPinot Grigio Delle Venezie boasts a delicate, fruity bouquet that will ripen beautifully over time.
  • Wellsley Farms Cabernet Sauvignon from California: Made from select grapes grown on 25-year-old vines, the Wellsley FarmsCabernet Sauvignon Paso Robles, California highlights the best of central California’s coastal wine-growing region. Wellsley Farms Cabernet Sauvignon is delightfully balanced with a core of black currant and a smooth finish.
  • Wellsley Farms Sauvignon Blanc from Marlborough, New Zealand: Selected from New Zealand’s famed Marlborough wine region, the Wellsley FarmsSauvignon Blanc displays the best of the varietals’ characteristics with generous tropical fruit flavors, balanced acidity and a clean finish.
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BJ\’s Wholesale Club Launches Sites for Berkley Jensen & Wellsley Farms

\"\"BJ\’s Wholesale Club today announced two new websites dedicated to showcasing the value, quality and assortment of its two private brands, Berkley Jensen and Wellsley Farms. This is the first time the company has created dedicated ecommerce sites for its private brands.

\”Our exclusive brands offer members exceptional value on a wide range of items, from fresh produce to paper goods to baby supplies,\” said Rafeh Masood, senior vice president and Chief Digital Officer, BJ\’s Wholesale Club. \”The new websites allow BJ\’s to tell the story of these brands, educating members on the quality and assortment while allowing them to research products and shop.\”

BJ\’s Wholesale Club is the first wholesale club to offer websites dedicated to its exclusive brands to better inform members about the selection, quality and value of the products.

The sites ( and will showcase a broad assortment of both brands, showcase the stories behind the products and create a shoppable, dedicated experience for both brands. Members will also be able to access PICK UP & PAY® to reserve select non-perishable products online and pick up in-club in as little as two hours.

\”We are thrilled to highlight the quality and value of BJ\’s exclusive Wellsley Farms and Berkley Jensen brands with the launch of these two websites,\” said Scott Williams, vice president, own brands and quality, BJ\’s Wholesale Club. \”Our Wellsley Farms and Berkley Jensen products are all backed by BJ\’s 100% Money Back Guarantee, so our Members can get everything they need without compromising on quality or value.\”

BJ\’s is making significant updates to deliver an integrated omnichannel experience. The company expects to announce additional enhancements to its digital offerings, from increased use of technology in its clubs to a new mobile app.

To learn more about Private Brand at BJs Wholesale don’t miss Scott Williams, Vice President of Own Brands and Quality when he presents at VELOCITY: THE MY [PRIVATE] BRAND conference September 13-15 at the Omni Hotel in Charlotte, NC.


Vox: Leaders & Champions: Scott Williams, VP of Own Brands and Quality, BJ’s

\"\"This is the next in a series of interviews Christopher Durham, founder of My Private Brand, will conduct with private brand leaders around the world. Today, he discusses retail-owned brands with Scott Williams, VP of Own Brands and Quality at club store BJ’s Wholesale Club.

\"\"Christopher: What is your first memory/experience with Private Brand?
Scott: When I was a kid, my parents used to shop at Pathmark which I think in the mid-80’s was really carrying Private Brand products. My dad had worked in a supermarket during high school and I think saw the value in them so we bought them often. I can remember most of our canned goods were Private Brand before I knew what Private Brands were.

Christopher: How did you get into the private brand business?
Scott: I got into in a roundabout way. I started working at a testing laboratory (Shuster Labs) out of college that focused on Private Brands. I then moved from physical testing to building testing protocols, from there to helping clients, and from there to BJ’s as the Quality Assurance person for Private Brands. Nine years later I now oversee Quality and our Private Brands.\"\"

Christopher: What does the future of retailer owned brands look like?
Scott: I think the future will really depend on the retailer. One of the great things about Private Brands is that they are real reflection of the retailer. One thing I think you really see in the industry is a stronger divide between the NBE approach and the higher end formulation model. I think that stratification will continue. I would hypothesize a lot of the mid-tier retailer brands will fade away as the fight for space on shelf and marketing grows more important.

Christopher: What private brand accomplishments are you the proudest of?
I have many, but here are my top 3

Wellsley Farms Brownie Bites – I love this item because it was a lot of pieces coming together. We changed this item to a Fair-Trade product. This product used Fair Trade chocolate form the Ivory Coast and Fair Trade Sugar from Belize. This was one of the first projects we really dug into the supply chain to figure out how we could create a better product for not only our Members but also the farmers.

Wellsley Farms Fruit & Grain Bars / Wellsley Farms Nut Bars – Both items were launched at the same time and they were one of the first I saw from start to finish overseeing the Private brand process. They were also some of the first national brand equivalent items we created under our “Creatively Consistent” program. This was to move our private brands from the brands at BJ’s to the brands of BJ’s. We want the entire basket to look like it came from one company but still echo some of the look and feel of the national brands they emulate.

DNA testing of Seafood. Back in 2011 BJ’s was one of the first (if not first) retailer to DNA test all our private brands seafood to ensure that it was the correct seafood.  I was excited because I got to use my seafood background while ensuring the quality of the product. In addition, this was the program that started the long road in building our seafood sustainability program, which kick off our other sustainable and sourcing programs.

Christopher: What keeps you up at night?
Scott: Sourcing is what keeps me up at night the most. I worry that the explosion of certain categories (Organic & Gluten free especially) are putting a strain on the supply chain. Organics have a lot of upsides, but one of the downsides is that it is a limited supply and less efficient. What happens when everyone wants organics? In addition what happens when the consumer normalizes organics and doesn’t want to pay a premium? It seems a smaller and smaller (but more vocal) group of consumers want to know about farms, fishermen and that makes true cost of goods harder for consumers to understand.

Christopher: Is private brand a strategic priority for your organization?
Scott: Absolutely. It is something we are focused on not only growing but growing correctly. Our focus is Member first and our Private Brands is a good way to do that. We can customize the items to fit our Members. As a wholesale club we have really good data on what our Members do and don’t like, Private Brands allows us to strategically focus that data into results.

Christopher: How important is strategy to the success of private brands?
Scott: Strategy is incredibly important for Private Brands especially in a limited sku environment like club. I think more and more items need to earn their spot on the shelf, private brand or branded. An important strategy allows you to determine what the items reason for being is and how it should be positioned. If you have no strategy you are just putting items on the shelf and that isn’t good for the brand, the store, or the consumer.

Christopher: What role should design play in solving private brand/retailer problems?
I’m going to answer this with a grain of salt, as anyone who knows me knows I am not the design person. That said I think design is important for private brands. I’m a big proponent of what I call “Creative Consistency”, we must establish what the brand not only looks like but stands for. People are busy and while the private brand might be trusted they still need to be able to find the item easily on shelf, understand it’s benefits beyond price, and feel like it fits into the brand. We have to carry one brand across a lot of categories, it is not easy to build consistency from trash bags to dog food to laundry detergent, or bakery to frozen, that’s done with design.

Christopher: What advice do you have for retailers trying to take their brands to the next level?
Scott: Understand what bucket the item falls into, and then create strong process of how you handle that item. For instance, if you are building an item from scratch it might have different sourcing process then an NBE. Design also might differ but again consistency is key. Also in terms of quality “garbage in = garbage out” is a maxim for a reason.

Christopher: What advantages does private brand have over national brands. What disadvantages?
Scott: I’d be remiss if I didn’t mention from a quality standpoint, private brand typically must undergo more testing, auditing and review by the retailer than any branded item.

I would say the advantage to private brands is it allows a retailer to offer what they want and not just what the brands want. Two great examples of offering what we want is our Wellesley Farms Marinara and our Berkley Jensen Shampoo. Both of these formulations have been pretty much the same for the past 9 years I’ve been here, but our Members really like them, in terms of the Marinara they build their recipes and seasoning around that flavor profile which is unique to BJ’s. For the shampoo it started as a brand match NBE, but when the brand wanted to change we stayed in the same formulation because our Members told us how much they liked it. To this day we still have people who have left our area order it online or pick it up when visiting family and friends. That type of loyalty is very important to private brands.

The disadvantage is you typically don’t have the marketing funding to match/beat brands. That means new delivery systems or flavors might not catch on as fast because people must try it, if a brand releases a new chip with a wild flavor people will typically be more likely to try it than a private brand. That means that private brands always has to walk a fine line between “fast follower” and “innovator”

Christopher: How have your private brands evolved over the last few years?
Over the past few years it has been a bit of a wild ride. We consolidated from 13 to 2 brands two years ago. We did a complete brand redesign for the new items and increased the portfolio by about 20% including getting into categories that we’d never been in. But one of the key evolutions is how much internal support we get, people believe in the brands and that is all someone in my position can really ask for.

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BJ\’s Wholesale Club to Expand Berkley Jensen and Wellsley Farms

BJ\’s Wholesale Club is helping families save even more in 2017 by adding more products to the Wellsley Farms and Berkley Jensen private brands. The expansion will include a wide assortment of fresh foods, organic options and premium home products. These brands offer incredible value and outstanding quality and are a popular choice among BJ\’s members, with more than 90% of members purchasing products from their brands.

BJ\’s Wholesale Club Facebook fans will have the chance to win a year supply of one of the following products in the #OnlyYourWalletCanTell promotion; Berkley Jensen Nutrient Blend Dog Food, Wellsley Farms Marinara Sauce, Berkley Jensen Allergy Medicine, Berkley Jensen Diapers, Berkley Jensen Bath Tissue, Wellsley Farms Snacks or Wellsley Farms Nut Bars. Visit for official rules and details.

\”BJ\’s provides the highest quality, value and assortment through the Berkley Jensen and Wellsley Farms brands,\” said Scott Williams, vice president of own brands and quality at BJ\’s Wholesale Club. \”Our members love the excellent value and quality of our exclusive brands. Wellsley Farms and Berkley Jensen consistently deliver premium products backed by our 100% Money Back Guarantee. That\’s value you can trust.\”

Wellsley Farms sets the bar when it comes to quality and taste, sourcing from the best bakers, growers, ranchers and fishermen from around the world and locally. Upcoming new releases from Wellsley Farms include Seltzer, Greek Yogurt and an expanded assortment in the juice category. The brand offers a wide assortment of foods, including produce, dairy, deli, bakery items, frozen foods, snacks, assorted wines and non-alcoholic beverages to help smart saving families fill their pantries with premium products at unbeatable value.

Every Berkley Jensen item has been carefully engineered and tested to deliver goods with superior performance and reliability. Upcoming new releases from Berkley Jensen include ECO Laundry Detergent, Chaise Lounger Pet Bed and new patio collections. From diapers and formula, health and beauty products to furniture, sundries and apparel, Berkley Jensen offers unmatched value for everyday necessities.

With the latest additions to the Wellsley Farms and Berkley Jensen product lines, BJ\’s has curated a collection of exclusive products to give smart saving families everything they need without compromising on quality or fun, allowing them to stock up and live generously.