Bulk Wine Suppliers in Australia

Visit these bulk wine suppliers from Australia at the International Bulk Wine and Spirits Show in San Francisco on July 26 & 27 at the South San Francisco Conference Center. This includes the Qualia Wines, Dominic Wines of Australia, Kirrihills, Salena Estate Wines, Growers Wine Group.



Qualia Wines is 100% Australian owned and operates a business to business strategy to be the lowest possible cost, highest possible quality, best practice winemaker. They are arguably Australia’s largest provider of specialist wine services and bespoke wines. Working with leading industry suppliers, they deliver a flexible supply chain service.  Their wines are supplied to 25 markets around the world. With over 100 years shared practical experience, their highly qualified winemaking team can offer advice regarding wine styles and legislative requirements. Qualia Wines supply bulk wine to large international and domestic customers. They enjoy preferred supplier status with major supermarkets, leading wine vendors and brand owners.

2) Dominic Wines of Australia:


The Dominic Wines story starts almost 100 years ago in Croatia with Vido Dominic working in small hillside vineyards.  Dominic Wines owns and manages a combined total area under vine of almost 550 hectares. Predominately located in the River land region of South Australia, vineyards are also located in the premium winegrowing regions of the Barossa Valley, Langhorne Creek, Coonawarra and the Adelaide Hills. Their annual grape crush is approximately 10,000 tones producing close to 7.5 million litres of wine per annum. Dominic Wines is premium bulk wine suppliers in Australia.  Dominic Wines assists with exporting of tailor made parcels of premium and entry level Australian wines to clients for bottling in countries throughout the world. Dominic Wines have an extensive range of bulk wines available for sale from some of the most well renowned regions throughout South Australia.



The Kirrihill Situated in the picturesque Clare Valley, one of Australia’s premium wine producing areas, Kirrihill’s story looms large in the local area and resonates much further afield. The Kirrihill is a progressive and innovative wine business dedicated to producing exceptional quality wines. When you taste their wine you experience the soil, climate and aspect of their vineyards that have been nurtured by their viticulturist and winemaker each vintage. They winemaking philosophy is to let nature determine the wine; to allow every wine to be a reflection of the vineyard or vineyards from whence it comes and to allow regional diversity to shine.



Salena Estate is a family-owned company making premium wines that redefine the standards for quality and value. Salena Estate was founded by Bob and Sylvia Franchitto in 1998 with a clear objective to become a reliable producer of world-class wines that represent great value. Their pedigree has been confirmed again and again, as the winery has been awarded 20 trophies, 100 Gold medals and over 500 Silver, Bronze and other awards from competitions around the globe, as well as receiving critical acclaim from some of the world’s most influential wine writers. They also offers bespoke contract bottling, private label and bulk wine services, with a special focus on organic wines. Salena Estate has an extensive portfolio of bulk wines available for sale from regions throughout South Australia. With over 200 hectares of estate vineyards, and organic processor certification, Salena Estate is able to source practically any wine you require, at any price point.



Growers Wine Group is a business consortium of four local Riverland wine growers. The winery is strategically positioned on the eastern perimeter in the key grape growing region of the Riverland, South Australia. Growers Wine Group provides every step of the Winemaking process from crush and ferment through to wine ready for bottling, including pre-vintage grape analysis, laboratory services and wine management for both domestic and international wine sales. Their yearly crush is approximately 42,000 tonnes or 31,000,000 litres, they are committed to the quality and consistency of their wine product and therefore won’t compromise by trying to be the largest in the region. Currently they export to United Kingdom, France, Sweden, Denmark, Germany, Canada, USA, New Zealand, China and Japan.



The South Australian Wine Group was established in 2001 to provide wine marketing services for its shareholders. They provide a unique opportunity for their clients to purchase bulk wine from some of the best grape growers in Australia.  65% of Australian wine leaves Australia in flexitanks to be bottled in the market. They create a unique opportunity for buyers to deal direct with the people who actually grow the grapes.  The South Australian Wine group’s also offer services like wine storage, blending, preparation for bottling and loading services to wine trading companies.



Winegrapes Australia is dedicated to marketing and selling premium wine grapes and bulk wine parcels from the most recognized regions across South Australia, direct from their extensive network of growers. With a shared passion, they saw value in selling their grapes as a collective rather than individually. Their business of marketing grapes has now grown to crafting some of the country’s finest wines using premium Australian wine grapes, available in bulk wine parcels or bottled to your requirements. Winegrapes Australia represents growers across all major grape-growing regions of South Australia.



12,000 tonnes. That’s the number of grapes they process each vintage, offering their customers flexibility in production volumes, styles and wine varieties. Their large crop allows us to easily produce wine for the bulk buyer. They were built to produce premium wines in small batches, and in doing so have built a facility of considerable size. 15,000 barrels. Six million bottles. That’s the number their one acre sized barrel hall can hold. With these facilities they can offer flexible and tailored contract winemaking services to local growers, producers, and corporate partners. LCW is invite you to see what goes on behind their cellar doors, meet their people, and of course sample what they are most proud of: their wine.



The wine industry was booming during the 1990s when 1970’s university friends David and Ros Watkins and Warren Randall decided to plant a forty hectare vineyard at Currency Creek, near McLaren Vale, just south of Adelaide. The boom times stopped but the trio did not and today they have more than 400 hectares of vineyards in McLaren Vale, Langhorne Creek, Adelaide Hills and Currency Creek, as well as wineries in McLaren Vale and the Adelaide Hills. They are now one of the largest premium bulk wine supply companies in Australia’s cool climate regions and it specializes in producing truly premium grade bulk wines which are sourced mainly from its own company vineyards. With 15,000 tonnes of grape processing capacity, 13 million liters of stainless steel tank space and 6,000 square meters of temperature influenced barrel hall area, in addition to premium bulk wine supply, Fleurieu Vintners are now also offers contract winemaking and storage services. The application of these hard earned skills to contract services allows like-minded customers to provide their wines with the best possible start in life.



Grape Expectations Vintners is leading Bulk Wine Suppliers in Australia. Grape Expectations Vintners portfolio is comprised of both well-known and up and coming wineries from across the globe.  They’ve searched the world for the finest examples of wines that reflect the personality and character of their individual regions.  From Australia, to New Zealand, Argentina, Chile, France, Italy, Israel, Germany, South Africa, Spain and the United States, They’ve collected a wide range of wines to suit almost every palate and pocketbook.

Meet the leading wine suppliers at International Bulk Wine and Spirits Show(IBWSS)2017. Register Now.

Bulk Wine Suppliers in Australia

IBWSS 2017 Workshops Registration Now Open

International Bulk Wine and Spirits Show 2017 Workshop Registration is Now Open. Get advice from the experts in a highly personalized workshop-style class. There will be 6 workshops planned between 2 days. Get your Workshop tickets here.

The International Bulk Wine and Spirits Show (IBWSS) is an annual trade show and conference, open to trade professionals only, which takes place in San Francisco, CA. IBWSS visitors are buyers looking to meet up their demand of bulk wines, bulk spirits, private label programs, grape buying or contract manufacturing.


International Bulk Wine and Spirits Show is brought to you by Beverage Trade Network, the leading online platform dedicated to connecting the global beverage industry.


Wineries, distilleries, importers, distributors, retailers, national and regional chains, negociants, brokerage firms and press members.

International Bulk Wine and Spirits Show  – Workshops Schedule


International Bulk Wine and Spirits Show (IBWSS) Visitor registrations are now open. Get Your Visitors Trade Pass Now. 


Discover Unique Quality Wines from Boland Cellar at IBWSS 2017

Boland Cellar is a regional specialist with a long history of producing internationally-acclaimed wines.

From its humble origins, Boland has grown over 75 years to become an international producer of fine wine, competing on a global scale. Extensive prime vineyards across the Cape Coastal Region guarantee consistency in style and quality year after year, which, with collaboration, dedication and expertise, have led Boland Cellar to become one of South Africa’s top wine brands.

Boland Cellar

They are the most recent in our 40-year legacy of international wine awards and trophies here.

The captivating history of Boland Cellar in Paarl dates back to the late 1930s and the early 1940s.

In 1939 some 40 wine farmers of the Boland region came together to begin collectively were pressing their grapes. Soon their joint production was too large for the existing facilities to handle and the group broke up, at which point nine bold farmers from the Paarl area, determined to continue their collaboration, decided to head out on their own and took the courageous step of forming their own winery on 17 June, 1941. Today, that winery is known as Boland Cellar.

Their growing partners’ vineyards cover approximately 1,900 hectares (almost 4,700 acres) in area across the Cape Coastal Region – from Paarl and Malmesbury to Durbanville and the Berg River Valley. The variations in terroir and climate across these areas create regional expressions of each varietal, giving their dynamic and award-winning winemaking team the opportunity to create wines of both high quality and distinctive character.

The Cape Coastal Region is unique in its myriad of different terroir and climatic zones, producing some of the finest expressions of the varietals grown. Through collaboration with different growers across this region, Boland Cellar brings together grapes from a variety of different climatic zones, and blends them with their knowledge of the region and our wine-making expertise to create exceptional wine.

Boland Cellar

Among the climatic zones we draw on are the Paardeberg and its surrounds, well-known for producing exceptional Chenin Blanc, Sauvignon Blanc and Shiraz; the Drakenstein Mountain Slopes, which have lower yields, but very high quality grapes; the Swartland Border Area, which traditionally produces grain, but is now also renowned for its robust, full-bodied Pinotage and Shiraz; the coastal areas, ideal for Sauvignon Blanc, Merlot and Cabernet Sauvignon, and lastly the Berg River Valley, which favours white varietals, and consistently delivers a high quality harvest year after year.

Boland Cellar has been lauded as one of Paarl’s most progressive cellars, and we constantly strive to meet international accreditation standards.

Boland is IPW and HACCP accredited and has BRC accreditation through its bottling facilities. Boland Cellar is a shareholder in its bottling facility and is therefore able to ensure strict adherence to international quality assurance standards.

Boland Cellar also obtained full WIETA accreditation in 2016.

Wines Inspired by Nature

Great wine is not determined by a single element. It’s not just the terroir, with its soil and its rocks. It’s not just the summer sun, or winter’s chill. Each grape is the result of the collaboration between nature’s different elements – elements that shift and change and can prove fickle, but can also produce greatness. Like nature, Boland Cellar has chosen to work together with farmers and growers across a broad range of climates and terroir, taking the collaboration that was begun by each vine all the way to your glass.

Pioneers of Boland Cellar

The idea and spirit of collaboration has inspired Boland Cellar since its founding, and we are proud to have remained pioneers of collaboration in the South African wine industry for more than 75 years.

History is filled with great collaborations. They have changed the face of culture and technology, of music and art. Through it we are able to create something better, something that no individual could have created alone.

Since Boland Cellar’s formation in 1941, their ethos of collaboration has been at the heart of everything we do. The exceptional quality, style, consistency and service we offer is built on working together with growers, employees and suppliers, talented winemakers, and, of course, nature. Together, we are able to craft outstanding wine for our loyal customers.

Meet and Explore Boland Cellar at IBWS Show. The International Bulk Wine and Spirits Show (IBWSS) is an annual trade show and conference which will give wineries, importers, supermarkets, retailers, restaurants, distilleries and other buyers a premiere international platform to source bulk wine and spirits and meet private label suppliers. Book now and save on exhibitor rates 

International Bulk Wine and Spirits Show (IBWSS) Visitor registrations are now open. Get Your Visitors Trade Pass Now. 


Meet One of the Leading Wine Brokers from New Zealand at IBWSS 2017

Wine Brokers NZ began operation in November 2006 and is based in Marlborough, New Zealand. They understand that your business is market led and supply and cash flow are crucial elements to you and your business. They are here to make your life easier. Whether it be bulk wine, grape supply, or packaged product such as clean skins or labelled – they can make your sourcing and trading problems disappear. Professional, prompt, personable, no fuss service. They look forward to working with you.

Wine Brokers New Zealand is a bottled and bulk wine export and brokering company based in Marlborough, New Zealand’s major wine producing region. They also offer full wine making services. They pride themselves on their strong & direct relationships with wine makers & grape growers in the region and throughout the rest of New Zealand.


Wine Brokers NZ deals in wine services and brokering services and base themselves in Marlborough, New Zealand’s major wine producing region. They  pride themselves on their strong & direct relationships with winemakers and grape growers in the region and throughout the rest of New Zealand. Their services encompass a variety of areas of the wine industry from sourcing of grapes through to exporting and shipping of bulk and packaged wines. Browse the options below for a comprehensive list of the services they can provide you. Please contact them if you wish to discuss in further detail how they may be able to help you.

They have a wide range of buyers, both local & international who have on going requirements for New Zealand grapes & bulk wines. If you are looking to sell to help with cash flows or to balance variations between production and current sales levels Wine Brokers NZ can quickly and easily place your products with qualified buyers taking the hassle out of moving surplus stock.

Own Label Services

Wine Sourcing:

Wine Brokers

Increasing the volumes or creating proprietary blends. They can source the wine for your label, blend it and prepare it for bottling or shipping in bulk.


Wine Brokers

Finding competitive supply lines. Bottling & packaging your wine into branded packaging at competitive rates.

Export & Shipment:

Wine Brokers

Wine Brokers NZ can arrange the logistics and paperwork to get your wine to the markets of your choice with the required documentation in a seamless and efficient manner.

Meet and Explore Wine Brokers NZ services at IBWS Show. The International Bulk Wine and Spirits Show (IBWSS) is an annual trade show and conference which will give wineries, importers, supermarkets, retailers, restaurants, distilleries and other buyers a premiere international platform to source bulk wine and spirits and meet private label suppliers. Book now and save on exhibitor rates 

International Bulk Wine and Spirits Show (IBWSS) Visitor registrations are now open. Get Your Visitors Trade Pass Now. 


IBWSS Expands In Europe With London As a Host City

Beverage Trade Network is pleased to announce the launch of the International Bulk Wine and Spirits Show in London on 24 & 25 January, 2018.

The International Bulk Wine and Spirits Show (IBWSS) is an annual trade show and conference, open to trade professionals only, and is set to take place at the Royal Horticultural Halls in London, UK.

IBWSS exhibitors are wineries and distilleries looking to sell bulk wine and spirits, producers and negociants who offer contract manufacturing / private label programs and wineries / distilleries / importers who have one time excess stock to clear. IBWSS buyers are other wineries and distilleries looking to meet their demand, Importers, Retailers and Distributors looking for private label programs and negociants who are looking to meet growers and producers.

IBWSS London will give supermarkets, retailers, restaurants, wineries, distilleries and other buyers a premiere international platform to source bulk wine and spirits and meet private label suppliers.

In addition to a wide range of programs running throughout the fair, the trade show will also feature a business conference dedicated to the private label and bulk wine and spirit business. With in-depth market studies and instructional seminars from some of the industry`s biggest names, the central part of the conference`s remit is to encourage sustainable growth and profitability in the bulk wine and spirit sector.

IBWSS buyers are wineries and distilleries looking to meet their demand, importers, retailers and distributors looking for private label programs, and brokers and negociants who are looking to meet new growers and producers.

“The bulk segment holds the largest market share in the wine and spirits industry,” said Sid Patel, CEO of Beverage Trade Network.  “Bulk trading is an age-old trade between producers, but we are now seeing the business take on a very impressive position across the industry. The International Bulk Wine and Spirits Show in London aims to give the bulk trade a truly dynamic trading platform where buyers can confidently conduct business with the world’s most reputable suppliers.”

As one of the leading private label and bulk wine and spirits markets in the western world, London is positioned perfectly for the fair. The UK has long developed the bulk trade and is home to many bulk traders servicing the globe.

With the launch of IBWSS London, international bulk suppliers from some of the world`s most important markets will have unprecedented access to the European market.

Pre-Registrations for The International Bulk Wine and Spirits Show are now open to domestic and international suppliers.

Exhibitors can register their interest here: https://goo.gl/forms/zeknb4r4FArYEZ1i2

IBWSS will email a discount code to pre-registered suppliers for the biggest discount for exhibitor pricing when registrations open on April 1. For more information about visiting or exhibiting at the fair, please contact Malvika Patel, malvika@beveragetradenetwork.com, phone +1 855 481 1112 (USA).

About Beverage Trade Network: Beverage Trade Network (BTN) is a leading online marketing and B2B networking platform servicing suppliers, buyers and beverage professionals in the global beverage industry. BTN provides a selection of sourcing solutions for importers and distributors as well as an extensive range of marketing and distribution services for international suppliers. BTN also runs a line-up of B2B trade shows around the world. For more information about BTN, please visit www.beveragetradenetwork.com.

Date : 24-25 January, 2018

Venue : The Royal Horticultural Hall, London, UK

IBWS Show 2018 Pre Registration Now Open, Register Here to Get the Lowest Pricing Discount Code on the Launch Day (April 1, 2017)

International Bulk Wine and Spirits Show

How to Optimize Shipments of Bulk Wine and Spirits on an International Stage

How to optimize shipments of bulk wine and spirits on an international stage

Shipping bulk wine or spirits to international or regional markets?  Discover what your transport options are, the benefits and limitations of the equipment currently available, and key considerations to take into account when building a solid bulk logistics supply chain.

Thomas Barfoed, Managing Director at JF Hillebrand USA, leading provider of bulk logistics for the wine and spirits industry, brings an industry perspective to the successful planning and execution of bulk transport.  His presentation will cover the latest options on the market today and useful strategies for bulk shippers including:

  • Standard bulk shipping equipment options – benefits and limitations of each
  • Following a bulk wine shipment from start to finish
  • Sampling and storage options for bulk wine
  • Industry safety standards for bulk and role of vertical integration
  • Key considerations in selecting a bulk logistics partner

Getting product from point A to point B is a basic logistics question, but when you’re moving around 24,000 liters of wine or spirits in a single shipping container, it gets a bit more interesting.  Bulk liquid transport in stainless steel shipping tanks (ISO tanks) or in Flexitanks (devices that convert a shipping container into a non-hazardous bulk liquid transportation unit) has provided a modern shipping alternative to cased goods or even palletized intermediate bulk containers (IBCs or totes).  Portable bulk wine storage systems can extend on-site inventory at origin or destination, allowing shippers even more flexibility in their bulk supply chain.

To deliver industry insight and a logistics perspective for the trade, Thomas Barfoed, Managing Director at JF Hillebrand USA, will join the speakers at the IBWS Show and Conference this July.  JF Hillebrand is a global leader in bulk wine and spirits logistics, working with major bulk producers and shippers around the world.  In his presentation “How to Optimize Shipments of Bulk Wine and Spirits on an International Stage”, Thomas Barfoed will cover the current shipment methods highlighting the specific advantages and limitations of each type, the key safety and quality considerations involved with bulk, and what specific questions you need to address when selecting and managing logistics partner relationships.

About JF Hillebrand

JF Hillebrand, the Group’s founding brand, exists since 1844. Christof Hillebrand, Chairman of the Supervisory Board for JF Hillebrand Group AG; represents the 5th generation. JF Hillebrand is an international freight forwarder specialist, solely dedicated to beer, wine and spirit logistics, working with a large network of local and international carriers, sea freight and airfreight companies. The company is an expert in international customs regulation. Some of the biggest International liquor distributors and prestigious wine producers and importers have chosen JF Hillebrand for its expertise.

JF Hillebrand offers a full range of logistics solutions and services, from full container loads to groupage shipments, from large volumes of bulk wine to small consignments via airfreight.  Whatever the logistics challenge, the global network of experts, situated in every major beverage market in the world, find the optimum solution. JF Hillebrand USA is headquartered in New Jersey, with offices in California (Napa) and Florida (near Fort Lauderdale).

About Thomas Barfoed

Thomas Barfoed is the Managing Director at JF Hillebrand USA, a company specialized in global logistics for wines, spirits and beer.  In the 17 years he has been with the company, Thomas has held various leadership roles in key wine and spirits markets – starting first in his home country of Denmark, then Russia, Chile, Canada and now in the USA.  In his current role Thomas overseas all activities involving import, export, domestic transport and integrated beverage logistics in the USA.  He is based out of the JF Hillebrand USA headquarters in New Jersey.

Shipping bulk wine/spirits internationally? Or trans-continentally? Or even across the state? What are your options and what is involved? Hear from Thomas Barfoed of JF Hillebrand USA at the IBWSS Conference.

IBWSShow 2017 Conference Registration Now Open, Register Now

International Bulk Wine and Spirits Show (IBWSS) Visitor registrations are now open. Get Your Visitors Trade Pass Now. 


Private Label Wine Business in USA

The growing US private label market offers European producers a chance to sell wine in the biggest wine-consuming country in the world, not only reaching a new market but also possibly getting better margins. But, as with all things US wine-related, creating private labels means negotiating the three-tier system that regulates US wine distribution – each of the 50 states has its own laws, and there are sometimes even different laws within a state.

In addition, the private label system – that is, the creation of wines that are exclusive to one retailer or restaurant – can be almost as complicated as the three-tier system. Not only are there two major kinds of private label, there are also several legal and supply chain hurdles to overcome to do it successfully.

Still, say those who do private label, it can work and benefit producers. “You have to be willing to be flexible,” says Jean Hoefliger, a Swiss native who is the winemaker at California’s Alpha Omega, as well as a consultant who has worked with private label on both sides. “You have to be willing to understand how the US market is different, on how the system works, and what retailers are looking for.”

What is private label?

Private label wine, also called ‘store label’, is a brand that is created for, and sold exclusively by, one retailer and can’t be found anywhere else. It may carry the name of the retailer – which is common in Britain, but less so in the US – or a name devised for that retailer. The two best-known private labels in the US are Kirkland, which is sold only at the Costco warehouse chain, and Charles Shaw, the legendary ‘Two Buck Chuck’, available only at the Trader Joe’s specialty grocery chain.

Traditionally, private label was only for retailers, but the growth of large regional and national restaurant chains in the US has created a demand for private label on-premise as well.

The other thing to know? There are two kinds of private labels – control, or exclusive brands, and traditional private label brands. In the former, the producer owns the label, and can sell it to any retailer it wants. The Charles Shaw wines are control brands, since its producer, Bronco Wine Company, owns the label. Costco’s Kirkland is a traditional private label, where the retailer buys wine from a variety of producers and sells it under a name that it owns.

Each approach has its advantages. Owning the brand allows the producer to make the best deal it can, and to shop the label if it doesn’t like the current deal. But working on a private label with a big retailer offers stability and predictable sales. In this, says Gary Glass, president of the Parducci-owned Mendocino Wine Co in Ukiah, California, it’s not one size fits all. Each producer has to decide what works best for it; if it doesn’t want to worry about marketing, then traditional private label works better, for instance.

For some producers, it’s so worthwhile that they specialise exclusively in private label; they buy bulk wine or juice and then package it for the retailer, based on the retailer’s requirements. Or they put together a private label program and pitch it to a retailer or restaurant chain. The system also works the other way. Costco, for instance, contracts with producers to make wine for its Kirkland brand, and looks for specific varietals and regions of the world.

Even small wineries make private label. About 15% of the 5,000-case Brooklyn Oenology, a small New York City producer, goes to private label. Owner Alie Shaper says she works with local retailers and restaurants, who don’t need to buy enough wine to interest a bigger producer, but do want to do private label.

Growth of the market

The private label market is growing quickly, though it still isn’t as established as it is in Britain or used as often as it is in other US consumer categories. John Bratcher, a long-time retailer, wine broker, and winery sales executive in Austin, Texas, says: “It has picked up over the last 15 years, and really accelerated over the past five years.  The idea is that, with the expanding wine market in the US and more retailers, more retailers want to sell something that consumers can’t buy anywhere else.”

One difficulty with tracking private label in the US is that many retailers are reluctant to identify their wines as private label. Kroger, the $110bn grocery store chain, sells several private label wines under names such as Parkers Estate. This is such a common practice that Nielsen, which tracks grocery store wine sales, has a difficult time estimating the extent of private label sales in the US.

The Total Wine & More chain, with 135 stores in 18 states, and BevMo!, with 158 stores on the west coast, have a heavy focus on private label. After speaking with a number of private label producers, it appears that as much as 20% of the wine sold at the largest national supermarkets could be store brands; at some retailers, it may be as high as 40%.

The reason is not hard to find. The margins on private label wines are simply better – often double that of branded wines – and they also offer the retailer exclusive products. As important as margins are, that exclusivity matters, too. Retail competition in the US is more intense that it has ever been, as chains like Total Wine & More expand and supermarkets like Kroger boost their wine sections. This means that smaller retailers, in particular, are looking for something to sell that the bigger retailers don’t carry.

So what works in private label?

“Retailers always tell you that they want the best quality private label, but so many other things go into it,” says James Gunter, who owns Wines With Conviction, a wholesaler and distributor in Dallas who has worked with private label for years. “Where are they trying to slot the private label? What pricing do they want?”

Does the retailer want control or traditional private label? What grapes? Does it need a private label to compete with a national brand? To fill a certain space on the shelf, be it a category like red blends or a specific region? Does the retailer have a particular demographic in mind?

Retailers are more likely to use well-known international grapes for private label, rather than regions or more unusual grapes.  This doesn’t mean there isn’t a market for Rhone wines, or for French, Italian, and Spanish varietals, but that it’s often an uphill battle trying to make private label wines from them. Retailers are a little more open than used to be, says Gunter, but it still isn’t easy.

As to how to get into the market, while referrals happen, Glass of Mendocino Wine says cold-calling is vital. His company uses a pitch book with sample labels that include the name of the wine, the price point and the wine blend. This gives retailers “the look and feel” of what they might finally see on their shelf; a retailer who wants a $20.00 red blend or an $18.00 Chardonnay will be able to see a product mockup.

What the label looks like is crucial, says winemaker Hoefliger: “This is something that is difficult for Europeans to understand,” he says, adding that the wine is sometimes less important than the name and the label. “Don’t be surprised if you spend 70% of the cost of developing the private label on that part of it.”

That’s why Gunter says it’s important to find an importer with private label experience. The importer will better know which retailers are looking for a private label, what wine they’re looking for, and who makes the decisions. “I’ve wasted a lot of time with teams of salesmen over the years,” says Gunter, “but they weren’t anyone who could make a decision. Find the decision maker, and have a clean conversation.”

In three-tier, every wine sold to a retailer or restaurant must go through a distributor. This means that almost every private label wine, even if it’s 100% exclusive, still has to be distributed through a wholesaler to the retailer or restaurant. This isn’t as much of a problem when dealing with a big retailer, since the retailer’s wholesaler will probably be happy to take the wine to keep the retailer happy. But it can be problematic when selling to a smaller retailer and there isn’t enough volume to interest larger wholesalers.

Labels must also be approved by the US government, and some states require that wine goes through their own label approval process. In both cases, an experienced importer can help navigate the legal challenges.

Is it worth it?

Producer margins on private label wines can be much better than on branded wines – 50% to 55% compared to the more usual 30% to 35%, says Texas retailer Bratcher.

Here, as in so many other areas, says Glass, one size does not fit all.  Producers may have to sacrifice margin to get a retailer’s business, and larger retailers may offer lower margins in any case, because they do more volume or are using the private label to undercut a rival’s brand. Hence, producers need to be flexible and willing to work with the retailer on price and margin, particularly when it comes to their first contract. Once the first private label wines are on the shelves and selling, they will hopefully prove themselves and be a key to future business.

– Jeff Siegel

Source : Meininger’s Wine Business International.

International Bulk Wine and Spirits Show (IBWSS) Visitor registrations are now open. Get Your Visitors Trade Pass Now. 


CBI Market channels and segments: Wine in the United Kingdom


Wine trade in the United Kingdom (UK) is dominated by supermarkets, which increasingly sell private labels and import bulk wine from developing countries to save costs. Reaching this channel can best be done through an importer, mitigating your risks of dealing directly with supermarkets. At the same time, opportunities can increasingly be found for low-volume suppliers, at the emerging independent specialists.

Trade channels

The trade channels for wine in the UK are presented in Figure 1. A further explanation of the channels can be found under Annex 1.

Figure 1: Trade channels for wine in the UK

Buyer concentration makes long-term relationship important

The UK market has a small number of large wine buyers. The off-trade (around 10 supermarket chains and speciality shops) dominates wine sales. Supermarkets have become very competitive in the field of wine in order to attract more consumers. Some of them focus on the premium segment, such as Waitrose, while others focus on low-priced bulk wines. All of them run frequent promotions which bring down the prices of wines. The big players have also established their own private labels, which have grown in popularity and are regarded as labels of quality. This dominant position of supermarkets is expected to strengthen further in the coming years.


– Be consistent and trustworthy in your supply quality and quantity. Make sure your wine is always available; once buyers need to go elsewhere they do not come back.

– Engage in a long-term partnership with a UK importer or bottler, where you develop a buyer’s own brand, in order to split risks and profit more equally.

Independents offer opportunities for small-volume suppliers

Independent wine merchants, as opposed to larger specialist retail chains, are emerging in the UK wine market. They can differentiate themselves more, thereby addressing the consumers’ growing interest in wine. They are finding new customer bases, are building a more attractive assortment compared to supermarkets and have an innovative marketing and client approach. For example, they organise in-store wine tastings and winemaker events. The number of independent retailers in the UK has increased by 50% since 2007 to approximately 750 stores, excluding large retail chains (Decanter 2014). Specialist retail chains, as opposed to independents, are actually losing market share. The near bankruptcy of retail chain Oddbins is illustrative of this development. Their shops decreased in number from 278 in the late 1980s to 37 in 2012.


  • Develop a unique selling point, like unusual origins, varieties, production/region stories, sustainability/organic or Fair trade certification.
  • Branding is very important in the premium segment in the UK.
  • Independent wine merchants can best be reached through an importer specialized in the off-trade.

Economic recovery: switching back to on-trade consumption

The economic crisis led to a significant decline in wine consumption in the UK, and a switch to the off-trade segment. Consuming wine at home saves costs. As the economy and consumer purchasing power grows again, the on-trade sector is recovering. Sales in restaurants, hotels and bars will increase. Exporters in developing countries can respond to this trend by focusing their distribution strategy on importers specialized in supplying on-trade channels.


In times of economic adversity, more opportunities can be found in the off-trade sector. In contrast, in times of economic prosperity, opportunities in the on-trade increase.

Online sales

Online sales in the off-trade account for 11% of the market in the UK, ahead of the average for European countries (The Drinks Business 2015). In general, retailers with physical stores lead the development of online sales. Consumers need to know the retailer before they will rely on the information provided in the webshop. Nonetheless, many small premium wine importers without physical stores offer their wines through a webshop too. Premium wines sell well online as consumers are willing to pay more for a less common wine which they cannot buy at the supermarket. Read more on online sales in the CBI Product Factsheet: Online sales of wine in Europe.


  • If you supply small volumes of premium wine, find an importer with a webshop which offers wines from original locations.
  • Webshops are particularly interesting retail channels for premium wines from developing countries, as they offer space to provide product information, such as a story about the history of the winery.

Segmentation of wine

The segmentation of the UK wine market is presented in figure 2. A further explanation of the figure can be found under Annex 2.

Figure 2 Market segments for wine in the UK, including indication of share in sales per segment and average retail price per bottle

Growing imports of bulk wine offer opportunities for high-volume suppliers

The UK increasingly imports bulk wine. The benefits of importing in bulk are many, but require a producer to be able to export large volumes of wine because a wine flexi-tank holds the equivalent of 32,000 bottles. This method reduces transport costs, delays the start of a wine’s shelf-life, and reduces the risk of damage to the bottles. The increased sales of private-label wines also stimulates bulk wine imports. However, the threat of being substituted is significant. It is therefore recommended to have a diversified client portfolio.

When supplying bulk wine you can target a supermarket, which you can target directly or via an importer, although retailers often use an importer in this case. The retailer or importer then bottles the wine in the UK. Supplying bulk wine directly to supermarkets is difficult, making an importer a more suitable channel. Listing fees and necessary promotions are financially problematic, making it difficult for a developing country exporter to successfully target this channel. Working with supermarkets therefore requires good price calculations and involves high risks, as the sales quantities are not guaranteed.


  • When supplying bulk wine, you can only target supermarkets. The latter require large volumes against a relatively low price.
  • Importers can play a role in protecting producers from the high risks involved when trading with one big buyer, by spreading sales and to help with their understanding of supermarket requirements.

Continuity in supply is of crucial importance to the bulk buyers.

Strong middle segment

In contrast to many other European markets, the middle segment in the UK is strong. In the past decade, especially in the period of affluence before the economic crisis, the average quality of wines on the UK market has improved considerably. Only consumers that are sensitive to price points still buy simple table wine. Many other consumers do not accept the quality of wines in this low-end segment anymore. Instead, they purchase wines in the medium to sub-premium segment. This segment, consisting primarily of branded wines, is actually growing.

Particularly empty nesters, whose children have grown up and left the house, and people who have retired are good target groups for (sub-) premium wine.


  • If the quality of your wine is considered to be moderate, improve the quality before trying to enter the British market or focus on supplying bulk wine.

Read the CBI Product Factsheet: Premium wine in the United Kingdom for more information on the respective market segment.

Differentiation in private labels

Retailers increasingly carry different private labels. As the share of private labels in total wine sales increases, from 26% in 2010 to 33% in 2012 (Wine Business International, 2013), the need for such differentiation also increases. In 2013, private labels accounted for 35.5% of still wine sales and 45% of sparkling wine sales in the UK (Harpers 2014). Commonly, private labels refer to the name of the retailer, such as ‘Tesco South African White Wine’. Retailers mostly position these private label wines, which are often made of relatively cheap bulk wines, in the low-end market segment. In addition to these cheap private label wines, retailers are also developing premium private label wines, such as ‘Tesco finest’ and private labels which do not carry the name of the retailer on the front. In the latter case, retailers develop a brand which cannot be recognised by consumers as a brand (i.e. private label) of the retailer. Only the label on the back of the bottle includes a reference to the retailer, as the owner of the brand.

Retailers will increasingly take control of the branding of wines, as it offers them several advantages. First and foremost, it gives them greater control over their supply chains, because they can switch between suppliers if needed. As long as the flavour profile of the total wine blend remains similar, they can change individual wines in their blend. Secondly, retailers can add value by branding and have all the resources they need to build strong brands.


  • Supplying wine for private labels is particularly interesting for exporters whose activities focus on viticulture and wine-making. The supply of wine for private labels offers an opportunity to direct all resources towards the improvement of production, whether in terms of quality or quantity.
  • Supplying wine for private labels is only interesting for relatively large exporters, as retailers with private labels require large volumes, especially in the low-end market segment.
  • Mix private label wine supplies with branded wine supplies to remain an interesting partner for retailers, while also adding value through your own brand.

Comparing segments of promising export markets

Match your wine with the most suitable export market. Table 1 provides some insight into which product options are appreciated in each of the selected promising export markets.

For more detailed information on specific segments, please read the CBI PFS for Organic Wine in Europe, CBI Product Factsheet: Bulk wine in Europe or CBI Product Factsheet: Online wine sales in Europe.

Table 1 Matching your product with a promising wine market in the EU/EFTA

Annex 1: Explanation of trade channels in Figure 1

Cash and carries are a type of wholesaler that supplies the on-trade sector. They sell wines from their warehouse where customers pay on the spot (i.e. cash) and carry the goods away themselves. Developing country exporters which produce (smaller volumes of) higher quality wine, or fairly unknown/speciality types of wine can target the on-trade sector and thereby choose for a cash & carry to reach this segment.

Agents are independent companies who negotiate on behalf of their clients and act as intermediaries between buyer and seller. Agents do not take ownership of the products, nor keep stock. The commission of a sales agent varies from 3-5% for large volume supplies to 10% for smaller quantities. Agents are still active in the UK market, but their role is diminishing.

The traditional role of agents to source the best quality wines, manage logistics and help with the management of the product itself has shifted over the years. Currently, only the agents who are worth their margin and can justify themselves to retailers, succeed. Agents are still necessary because large off-trade channels, such as supermarkets, do not always have enough staff for sourcing activities. The agent’s role is to connect the retailer to new producers. Agents in the UK usually make strategic alliances with selected producers, in order to form shorter value and supply chains. Agencies often opt to become brand owners or co-owners of vineyards; this simplifies the value chain, while making the product more credible.

Importers: Developing country exporters which produce smaller volumes of wine, higher quality wine, or fairly unknown types of wine are advised to use an importer/distributor to enter the UK wine market. Importers can advise exporters on many issues, including legal and quality requirements, market trends and packaging.

Importers buy goods, of which they then take ownership and distribute to retailers, the on-trade sector, or re-export them to other countries. Importers are either specialised in selling to the on-trade sector, or the off-trade sector. Retailers often use an importer for less known wines, since importers then take care of the quality control. Importers generally add a mark-up to cover commissions, credit risk, after-sales service and the cost of carrying a local inventory to meet small orders. Their margin ranges from 15-25% of the selling price.

Regional wholesaler: A regional wholesaler serves as an intermediary between an importer and the on-trade sector. Developing country exporters, therefore, do not get involved with this channel directly. Although regional wholesalers remain an important channel in the UK, their role is declining.

Supermarkets are the dominant sales channel for wine in the UK, and this dominance is expected to strengthen further in the coming years. Supermarkets are a suitable channel for high-volume exporters, either bottled or in bulk. They import per container, so you need to be able to fill at least an entire container. The focus of supermarkets differs considerably in the UK. Some focus on quality wines and a reputable assortment while other focus on low-priced bulk wines. Their margin on the selling price is about 30%.

High listing fees can be problematic, making it difficult for a developing country exporter to successfully target this channel. Working with supermarkets therefore requires good price calculations and involves high risks, as the sales quantities are not guaranteed.

Specialist retailers: Specialist shops are small, look for higher quality wines, and usually buy their wines from an importer, specialised in the off-trade. This channel, therefore, can only be reached indirectly by developing country exporters. Their margin on the selling price is 30% or higher.

Different developments can be distinguished in the UK. The larger specialist chains are witnessing strong decline in their wine sales. Several chains have gone bankrupt, while others were forced to concentrate on the most profitable areas only (big cities, especially London). Independents, on the other hand, are an increasingly vibrant channel, and are expected to grow further in the coming years. There are approximately 750 independent specialised wine retailers in the UK.

On-trade: The on-trade sector consists of many small players, and therefore usually does not import directly. If you target the on-trade sector, you can supply an importer or wholesaler, which redirects your wine to the restaurants and other players in the UK market.

An importer with a high quality image can provide support in selling your wine to the on-trade, by making use of his image. Restaurants mostly look for wines with a reputable image and of a good quality. Sales by the on-trade sector are expected to remain stable in the coming years.

Online sales: Online sales are well developed in the UK, already accounting for 11% of total wine sales in the country, and they are expected to increase further in the coming years. In addition to the leading supermarkets and specialist shops,which often sell wine online, there are a number of online-only wine stores and wine clubs which are growing in popularity. Some supply to restaurants and stores in addition to customers, while most are oriented towards delivering wine directly to the consumer.

Annex 2: Explanation of market segments in Figure 2


High-volume trade plays an important role in the UK. It usually concerns lower quality wines suitable for the low-end market addressed by supermarkets. Competition on price is very high in this segment. High-volume wines are imported per container.


Low-volume trade concerns bottled wine only, and usually involves speciality wines, of a high quality or with another unique selling point. Targeting the low-volume segment, therefore, requires at least some level of authenticity. Note that branding is important in the premium segment in the UK.


Bulk wine imports are increasing. You need to be able to export a large volume when supplying bulk wine; a thousand hectolitres is usually the minimum required quantity (20-25 thousand litres per shipment).

The private label market could be an opportunity for developing country producers, although it is also a risk, as buyers can more easily switch to other producers to make up their blends. As such, it is mostly interesting for developing country producers without a brand.


Exporting bottled wine is most suitable for smaller exporters and for producers of branded wines. Transportation is more expensive in this case, but value addition for developing countries is higher as well since bottling takes place in the producing country.


Supermarkets are the leading sales channel in the UK and a suitable channel for high-volume exporters. Supermarkets import per container and highly focus on price. However, listing fees are problematic, making it difficult for a developing country exporter to successfully target this channel.

Specialist retailers:

Specialist shops are small, look for higher quality wines, and usually buy their wines from an importer, specialised in the off-trade. This channel, therefore, can only be reached indirectly by developing country exporters.


The on-trade sector consists of many small players, and therefore usually does not import directly. If you target the ontrade sector, you can supply an importer or wholesaler, which redirects your wine to the restaurants and other players in the UK market. Restaurants mostly look for wines with a reputable image and of a good quality.

Online sales:

Compared to other Western wine markets, online sales play a large role in the UK. All sales channels engage in online selling as well as marketing. E-commerce is expected to become even more important in the future.

Source : CBI Market Intelligence

The Bulk Wine and Spirits Show Expands In London

International Bulk Wine and Spirits Show,London 2018.

Exhibitor Interest Form

Please fill out your contact information here and get a special launch code that will give you a flat 25% discount on the launch day (April 1, 2017) on London Exhibitor Registrations for the International Bulk Wine and Spirits Show. It will also give you complimentary session tickets to all sessions during the event. The fair is aimed to be your default Bulk Wine, Bulk Spirits and Private Label show for the European market with London as a hub city.

IBWSS exhibitors are wineries and distilleries looking to sell bulk wine and spirits, producers and negociants who offer contract manufacturing or private label programs, and wineries, distilleries and importers who have one-time excess stock to clear.

IBWSS buyers are wineries and distilleries looking to meet their demand, importers, retailers and distributors looking for private label programs, and negociants who are looking to meet new growers and producers.

International Bulk Wine and Spirits Show (IBWSS) Visitor registrations are now open. Get Your Visitors Trade Pass Now.