PL Wine a Category Ready to Grow, Says Experts

October 10, 2011
/ Print / Reprints /
/ Text Size+

Fresh & Easy’s recent announcement that it plans to expand its private label wine offerings comes at a time when the private label wine category is just beginning to blossom in the United States, industry analysts tell PLBuyer’s eReport.


“I think there is a lot of mileage left in the category, it is and has always been successful in the U.K so there is no reason to think that it would not do the same here,” says Jim Wisner, president of Libertyville, Ill.-based Wisner Marketing Group Inc.


A variety of approaches can be taken when entering the private label wine industry, explains Wisner. “The first model is the Trader Joe’s approach in which you create a single brand that is an iconic line and can be sold for an extremely good value. This has proven very successful for Trader Joe’s and very interruptive to the market when it was first introduced.”


“The second and probably most successful is the Costco model. Costco created a brand that is easily linked to the company by going out and making sure of the quality of the wine it sells. Having expert authentication has helped the brand immensely, it is not the cheapest wine on the market but it does have a high quality level.”


“We're seeing more private label wine. In most cases, the quality of the wine and the area of production is more important than the label,” explains Neil Stern, senior partner with Chicago-based retail consulting firm McMillanDoolittle. “That said, retailers are generally better selling private label wine as a controlled private label than running under the existing program or store name.”


“I think we’ve got plenty of evidence that good quality private label products of all sorts will appeal to consumers. I don’t think wine is an exception,” agrees Paula Rosenblum, managing partner at Miami-based Retail Systems Research (RSR Research).

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

You must login or register in order to post a comment.



Image Galleries

September 2014 New Food Products

This month's new food products include cane sugars, barbeque sauce, condiments in squeeze bottles, cinnamon snack seasoning, and jalapeno tzatziki, ice cream, herb toasts, corn puffs, instant coffee, coconut water, and a water enhancer.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB September 2014 cover

September 2014

The September 2014 issue of Private Label Buyer includes a convenience channel update, as well as category insights on frozen store brand trends and health and beauty items. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

PLB Marketplace


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px