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.

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Meet Winegrapes Australia at IBWS Show

Winegrapes AustraliaWinegrapes Australia is dedicated to marketing and selling premium wine grapes and bulk wine parcels from the most recognized regions across South Australia, direct from our extensive network of growers.

Established in 1992, when a small group of McLaren Vale growers came together over a shared passion for wine, the Winegrapes Australia collective now includes more than 105 growers across 12 regions, 2,200 hectares of vineyard and 900 individual blocks of fruit—including certified organic and biodynamic grapes.

The business has grown to include a large number of growers from across South Australia, with an expanded offering of both grape varieties and wines. Wholly owned by growers, Winegrapes is dedicated to producing some of Australia’s finest grapes, and now, exceptional wines tailor made to your requirements.

Winegrapes Australia

Based in the world renowned region of McLaren Vale in South Australia, Winegrapes Australia continues to be a solution driven business and has become a single credible resource for the supply of grapes, wine and related professional services.

On both domestic and international platforms, Winegrapes Australia has an extensive portfolio of wine resources and remains committed to providing its partners with value, sustainability and leadership in a highly competitive marketplace.

Supplied to your Requirements – 

Winegrapes Australia can supply grapes to your requirements from estate-grown single vineyards through to sub-regional options to provide diversity for blending. And if you’re looking for a particular variety or region, they can source it for you.

Winegrapes Australia can also supply bottle ready wines direct to you for packaging, or produce a finished bottle product to your specification, right through to a fully branded package, ready for retail.

Winegrapes AustraliaFor all your winemaking needs, meet Winegrapes Australia at the IBWS Show in San Francisco, California. 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 

Only 10 Spots are left to become an Exhibitor at the 2017 International Bulk Wine and Spirits ShowRegister Now and Join the show as an Exhibitor.

Meet Rack & Riddle: custom wine services at IBWS Show

Rack & Riddle Custom Wine Services offers unparalleled services for still and sparkling wine production. Founders and wine industry veterans Rebecca Faust and Bruce Lundquist harness a combined expertise of more than 40 years to create a truly custom operation based in the heart of Sonoma County wine country.

Offering grape-to-bottle, base-to-bottle, or any service in between, Rack & Riddle unlocks the ability for wineries or retailers to create award-winning méthode champenoise sparkling wines. Shiners are also available for clients’ private labels.

Contract winemaking supplier, Rack & Riddle has grown to 75 employees, including an expert winemaking, production and cellar staff and on-site lab team.

Learn more: Custom crush and private label wine services

Looking to develop a private label, source bulk wine or meet contract winemaking suppliers?

Get your visitor trade pass and join the industry at International Bulk Wine and Spirits Show in San Francisco. Meet more than 80 exhibitors from all over the world offering private label, bulk wine, bulk spirits and contract winemaking services. (Register online)to save and avoid gate
ticketing fee)

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The History of Bulk Wine

Wine is probably one of the oldest alcoholic drinks in the history of human kind. Its existence is closely connected to our existence on Earth, evidence of early humans consuming wine dating back to the beginnings of time. The first palpable signs to attest that our ancestors loved wine, is the oldest winery in the world found on the territory of Armenia, dating back to 4100 BC, a site discovered by a team of researchers from UCLA, in 2007. So, wine is around almost since we are, slowly conquering every part of the world. How did wine travel from one corner of the world to another? Wine bottles were not available right away, because we had to invent glass first. Thus, wine was transported in bulk quantities, together with grape vines.

Ancient civilizations, more precisely the Greek, Romans, and Etruscans, used large barrels and amphorae to store and transport wine. This was the way to satisfy the demand for wine, whether wine was being transported by land or ship. These containers for wine were usually large enough to allow men to handle them by hand, since there were no cranes to help them out. It was not the bottle of wine that appeared first, rather the wine barrel being the first to mark wine’s history. Of course, smaller vessels, usually made out of ceramic, were used to serve wine on the table. The tradition of bulk wine continued to the Medieval Times. Even fine assortments of wine like Burgundy and Bordeaux started out in bulk quantities. Still, this practice almost came to the verge of extinction, when bottled wine appeared. It was Chateau Mouton Rothschild that started this revolution back in 1924, bringing to the market glass that was reliable and affordable. It was believed that the characteristics of the wine bottle reflected the quality and authenticity of a particular wine.

The practice of bottling fine varieties of wine continued, and it remains a practice even today, the estate bottle becoming the standard for all quality wines. But even so, bulk wine did not disappear, remaining an important mechanism in the demand and supply scheme on the market. It may be true that some people love to buy and collect fine wine editions, keeping special wine in bottles, as a sign that the particular wine is not a regular, every day wine.

A great benefit of bulk wine is the fact that it can access new markets. Let’s take the Scandinavian market, for instance, where the bag-in-box formats, with a capacity of 3 liters, are extremely popular. This market also has a minimum shelf life for wines that makes them impossible to be packed in this manner at their source. It is a much preferred packaging version that does not uses glass.Other alternatives used are tetra-packs, pouches and PET containers.

There are many factors that make bulk wine an attractive option. During shipping, for instance, bulk wine has a much better thermal inertia than wine that is packed in glass bottles. Thermal inertia implies keeping the wine at an optimum temperature without exposing the liquid to wide thermal variations. When wine is transported from the southern hemisphere to the northern hemisphere, the temperatures vary greatly, which can lead to changes in the properties of the wine. Bulk wine is subjected to temperature increases of 10 to 15 degrees celsius, compared to bottled wine which can sometimes exceed variations of 60 degrees celsius. Such significant changes in temperature can last for weeks, till the wine reaches the destination and is placed in adequate conditions.

What are the changes that can occur in wine when it is subjected to higher temperatures than recommended, for several days in a row? The longer the wine is kept under these conditions, the higher are the chances for it to be oxidized. Wine will age in an accelerated fashion, the fruit bouquet will be lost, premature browning can occur, and the levels of sulphur dioxide that protect the wine can decrease considerably.

In this day and age, wine is transported in staggering quantities at once and it is still provided on the market in bulk packages that are not made out of glass. To make wine transportation over large distances efficient, huge cargo containers of approximately 24,000 liters are used.

Spain is the largest producer and seller of bulk wine, followed by France and Italy. The Spanish wine producers managed to export 22.8m hectoliters back in 2014, recording a 22% rise of exported wine over the previous year. France, on the other hand, prefers importing wine more than producing it, purchasing bulk wine from Spain. The French imported no less than 5.8m hectoliters in 2014, which means that they increased importers to 40% more than the previous year. Germany, Portugal, and Russia follow France on the list of most important buyers of Spanish bulk wine.

Spain should look out for Italy, as it is coming strong from behind when it comes to bulk wine. The market it this country in this sector has changed significantly over the past years, in terms of price and final destination market places. In 2015, Italy managed to produce slightly more wine than Spain, recording a harvest of 49 ml. hectoliters, while Spain had just 41. Still, not only the quantity but also the quality of bulk wine coming from Italy helped them gain market. The Italians provided white wines of acceptable quality and red wines of exceptional quality. Other important players in the bulk wine market are Chile, Argentina, South Africa, Australia, New Zealand, and California, USA. These last mentioned countries are active in the southern hemisphere of the globe, although their wines can be found all over the world. An increase in the prices of Chilean and Argentinean bulk wine is forecasted, but this may not happen if the producers manage to secure the necessary harvest in the end.

If you are a winery looking to grow contract wine manufacturing or private label wine services, we encourage you to exhibit at IBWSS and join the largest gathering of private label wine professionals in the USA.

Only 10 Spots are left to become an Exhibitor at the 2017 International Bulk Wine and Spirits ShowRegister Now and Join the show as an Exhibitor.

Tesco Strengthens Own Label Wine Range

TescoTesco has boosted its own label range with the introduction of more than 20 new lines under its core and premium finest* wine range – which it says has seen “significant” growth over the summer.

The team has rolled out 39 new wines in total – twenty-two of which are own-label – with a further twelve available exclusively online. The move follows the revamp of 118 wines in its own label range in June, which saw it ditch the “confusing” ‘Vineyards World Wines’ and ‘Simply’ sub-brands, and move six wines previously available under the finest* range to the standard own label.

Tesco BWS team said the its wines has grown 2.9% since the revamp and it had seen a “significant increase” in the number of new customers and returning customers”.

However the move appears contrary to supplier research believed to be presented to the retailer over the summer which suggested Tesco had stripped out too many wines at the premium end during its range review last year, alienating a core section of its 40-something, middle-class customer-base.

The Drink Business team has learnt the retailer had called in suppliers to investigate boosting its £8-20 range bracket to plug the potential gap – but of the new additions to its store-range, only four (including a new finest* English sparkling from producer Hush Heath) retail above £10. Ten will retail on or below £5.50 with a further seven at the £6 – £6.99 ‘sweet spot’ and six retail between £7 – £8.99. A further twelve new wines are available exclusively online, priced from £54 and £120 per case (equivalent to £9-£20 per bottle).

Product development manager Graham Nash said the team’s simplification of the own label range had made it easier for consumers due to clear labeling and pricing. “Evolution is very much to get the own label tiering – [the range] is always evolving to cater for customers’ needs. As lot work done in the last year was in establishing a core range.

Read more at: The Drinks Business

If you are a winery looking to grow contract wine manufacturing or private label wine services, we encourage you to exhibit at IBWSS and join the largest gathering of private label wine professionals in the USA.

Only 10 Spots are left to become an Exhibitor at the 2017 International Bulk Wine and Spirits ShowRegister Now and Join the show as an Exhibitor.

Private Label Strategy To Grow Your Own Sales

private-labelWhat are the main reasons that your brewery, distillery, or winery should go the Private Label route to build your business? With continual growth across almost every category, the market is continually shifting to service the needs of new consumers and evolving trends.

This article is designed to offer several unique ways that certain Breweries (Craft Spirits and Wineries) can build high-performing brands for producers who want to fill a specific need in the marketplace.

There are eight steps that most brand owners review when going into the “Private Label” beer, wine and/or spirits business:

1.) Branding/Concept development—sourcing the customer with the need

2.) Researching and analyzing the concept

3.) Logo, Design and Prototype development

4.) Product Formulations, Flavor Development and Quality Assurance

5.) Business and Management Services
(Licensing, TTB Label Approvals,FDA Label Compliance, & Trademarking)

6.) Packaging/SKU Development

7.) Warehousing and Logistics

8.) Sales, Marketing and Distribution Support

There are many off-shoots of breweries and packaging facilities that offer their services to put private label beverages on the map. Some of them are set up strictly for producing blended beverages and/or carbonated soft drinks. Many produce bottled waters, fruit juices and energy drinks as well.

But the expansion and upgrading of old line breweries and packaging facilities, plus the addition of new business models in both the retail chain arena and craft beer hotbed, have developed some unique “one stop shops” for growing private label brands to gain access to these growing beer, wine and spirits markets—here are just a few:

Monarch Customer Beverages—Cold Spring, MN

Billed as a “Your single source solution for private label beverages and contract manufacturing.” Services provided include:
1.) Custom product, flavor and label development
(beer, energy drinks,CSD’s, and bottled water)

2.) Trademark searches

3.) Raw materials sourcing
(bottles, cans, labels, boxes, trays, ingredients)

4.) Bottling and packaging services
(glass, cans, multi-packs, PET, aluminum bottles)

5.) Production management
(scheduling, bottling, lab testing, analysis)

6.) Logistics, warehousing and distribution

U.S. Beverage Manufacturing—San Louis Obispo, CA

Billed as “Your Beverage Turnkey Solution.” Development Services they provide include:

1.) Personalized beverage development
(alcoholic bevs, coffee/teas, energy drinks/shots, kids drinks, CSD’s, Lemonade, sports drinks, and waters)

2.) Beverage packaging and label design
(Cans, bottles, bag-in-the-box,canisters, cartons, gift packs, PET, pouches, stick packs, tetra packs,tubes & hot bottles).

3.) Legal Services
(Licensing, Compliance, Trademarks and Brand Registration)

4.) Creative design and website services
(label, website and package design)

5.) Sales and Marketing
(distributor network, brokers, and retail chains)

6.) products, sauces and marinades, soups & vegetables, waters, energy beverages, and wines & spirits

City Brewery—La Crosse, WI

Billed as the “Premier Contract Beverage Producer” With State-of-the Art Plants in La Crosse, Latrobe, PA and Memphis, TN City Brewery’s professional services include:

1.) Unique beverage mix with beer, flavored malt beverages, energy drinks, teas and alcoholic cider.

2.) Brewing and aging cellars

3.) Blending and batching for FMB’s and beverages

4.) Packaging and unique configurations
(Bottles, cans, kegs, multi-packs, rainbow variety packs, cold fill, hot fill and shrink wrap capability)

5.) Quality assurance
(Analytical lab, package lab, micro lab, plant sanitation, data reporting, sample library, and CIP validation)

6.) Warehousing and logistics
(warehousing, logistics, transport, refrigeration/cooler space, rail car loading capability, and inventory)

7.) National footprint with three production facilities

Winery Exchange—Novato, CA

“Building Brands Worldwide” is their calling card. Winery Exchange professional services originate from their strong retail connections, including:

1.) Private label branding for Worldwide retailers
(Clients have included Kroger, Costco, Delhaize Group, Tesco, Fresh & Easy, Cost Plus, Whole Foods, H-E-B & Salisbury)

2.) Research
(Closely follow consumer trends in product categories, target pricing, and impactful packaging and l levels of brand support required to break through to consumers).

3.) Brand concept development
(Designs are presented to retailers based on research provided)

4.) Packaging Implementation
(Logistics, customer service, and distributor teams work with brand marketing to implement a new product)

5.) Marketing Programs
(Calendars are provided to gain displays, creative POS, in-store demos, and PR/press coverage)

6.) Winery Exchange uses Production facilities like City Brewery to bring their product to market.

BrewHub LLC—St. Louis, MO

“Today’s beverage landscape is changing”—a new concept in Craft Brewing, BrewHub is building 5 Craft Breweries of similar size at 75,000 barrels each in sunbelt and high growth craft beer areas. Their services are similar to the others, but have some significant differences, due to craft brewing methodology:

1.) Partner Brewing (50,000 sq ft facility, 75,000 barrels of available capacity, state-of-the-art brewing, packaging and warehousing set up fro small batches, flexibility to brew, package and co-pack multiple brands, tasting room fro clients to use with distributor/retail partners, and easy access for full goods transportation).

2.) Facility & Operations
(Fermentation, Brewing Options, Packaging Options, Refrigerated Storage, Central Distribution).

3.) Brewing Services & Options
(Ingredients, Batch sizes, mashing strategies, aging, custom hopping schemes, finishing and pasteurization).

4.) Laboratory Services
(Physical Analysis, Microbiological Analysis, Chemical Analysis).

5.) Sales and Distribution Services
(Distributor Agreements, Distributor and Retail Relationships, Inventory
Control and Rotation, Sales Training and Support, Sales Reporting Category Management, Pricing Strategy, Sales Incentives and Competitive Analysis).

6.) Marketing
(Market/Consumer Research, Brand Building, Labels/Packaging, POS, Sales Promotions, Special Events, Sponsorships, Media Plans, Public Relations).

7.) Export Opportunities
(international Contacts, Logistics, Legal Services, and Co-Packing).

Market dynamics are constantly changing everywhere around us. Craft breweries are being built at a pace of three per day!!

The landscape of freight and logistics is scary due to high fuel prices, independent trucker declines and lack of suitable rail car services in smaller cities. The Craft Beer, Artisan Wine, and yet Craft Spirits Markets couldn’t be stronger and yet they compete in a very difficult economic environment. Growth continues as the consumer looks for “higher quality and better tasting, at the expense of less volume.”

The Beverage Companies listed above are all after another expanding segment in the U.S.—private label and contract beverages for the consumer looking for variety and good tasting brands at favorable prices. Private labels are being requested by retailers in today’s market – and not the plain old generic white beer cans.

The graphics are impactful, have appetite appeal, are eye-catching and taste great because of quality control and improved customer service by the larger players and focused companies. If you want a large size bottle with a diamond shaped label, in a 9 pack box, with varnish for consumer reaction, foil neck over wax and bottle conditioned product, there is a co-packer ready to that for you in every part of the U.S. today. Your “one stop shop” is a good way to pad your bottom line with custom orders.
As per the examples above, there are many ways to grow your company through innovative approaches to the market. It is important to study the market and identify any possible opportunities that can possible maximize your profits without putting you over your capacity.

Article source: BTN Academy

If you are a winery looking to grow contract wine manufacturing or private label wine services, we encourage you to exhibit at IBWSS and join the largest gathering of private labelwine professionals in the USA.

Only 10 Spots are left to become an Exhibitor at the 2017 International Bulk Wine and Spirits ShowRegister Now and Join the show as an Exhibitor.

Private Label Wine Show

To help wineries grow their private label wine business in the US market, Beverage Trade Network be organizing the International Bulk Wine and Spirits Show. The show will take place on July 26 & 27 at South San Francisco Conference Center.

Buyers from major supermarkets, convenient stores, drug chains, regional wine store chains and restaurant chains will be present at the IBWS Show. Over 80 exhibitors from all over the world will be showcasing their bulk wine, grape and spirits and will also offer buyers private label and contract bottling options. The show will feature conference sessions running in parallel with the tasting where buyers and suppliers will get an opportunity to learn all about the private label wine business. The conference will also spotlight topics around bulk wine logistics, legal considerations, bulk grapes sales, import factors for bulk and private label wines, characteristics of blends, bulk wine data and trends and success stories from private label makers.

The Masterclasses at IBWSS will have a panel of industry experts (winemakers, sommeliers, importers, educators) on hand to shed light on the grape varieties, regions and personalities behind what’s in your glass. The Blending Lab at IBWSS is a specialized area that will allow buyers and sellers to taste, blend and analyze products in a professional lab atmosphere. This will aid private labels wine buyers in creating and pricing blends successfully.

Recent growth in the private label wine market clearly demonstrates the need to offer buyers with customized solutions. The market share has been growing at a rapid pace and the future promises even more private labelwine brands taking over retail shelves.

If you are a winery looking to grow contract wine manufacturing or private label wine services, we encourage you to exhibit at IBWSS and join the largest gathering of private label wine professionals in the USA.

Only 10 Spots are left to become an Exhibitor at the 2017 International Bulk Wine and Spirits ShowRegister Now and Join the show as an Exhibitor.

Bulk Wine Show Comes to San Francisco

San Francisco will be host to the biggest Bulk wine show and conference in USA.

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 private label and bulk wine and spirit sector.

The IBWSS (International Bulk Wine and Spirits Show) will be held in San Francisco on July 26-27, 2017.

IBWSS 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 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.

“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 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 the go-to shipping gateway on the Pacific seaboard and home to the majority of wineries in the USA, San Francisco is positioned perfectly for the fair. The city has long acted as the USA’s trading post between the northern and southern hemispheres.  With the launch of IBWSS, international bulk suppliers from some of the world’s most important markets will have unprecedented access to the US market.

If you are looking to get involved in the bulk wine show as an exhibitor, RSVP before November 30 to save on early bird pricing.

Bulk wine show will also run a conference on bulk wine business for 2 days.

Learn from some of the most influential professionals in the beverage industry at the IBWSS educational conference. These presentations from industry leaders on today’s principal ideas on marketing, sales and distribution will challenge and inspire you to grow your private label, bulk wine and bulk spirits business.

The conference will have 16 speakers delivering 16 TED-Style talks over 2 days where speakers will give you an insight into what strategies and standards the industry’s top thinkers are using to shape the marketplace around you. Confirmed speakers include Tim Hanni MW, a specialist in wine analysis and tasting, Dr Damien Wilson of Sonoma State University Wine Institute Unit, Deborah Parker Wong, a Wine Industry Journalist, Educator, Judge and Consultant and Brandy Rand of IWSR.

Whether you are a grower, winery, distillery, importer, distributor, retailer or a negociant that’s just starting out, or work in bulk, private label or contract bottling at an established beverage company, or simply wish to expand your skill set and gain new perspective in bulk and private label business, IBWSS Conference is a must attend event.

Click here to learn more on the conference pricing

Only 10 Spots are left to become an Exhibitor at the 2017 International Bulk Wine and Spirits ShowRegister Now and Join the show as an Exhibitor.

Winery Classifieds

On this page you will find information about Winery Classifieds and different platforms where you can post them.

Winery classifieds are small advertisements placed in a newspaper or websites and organized in categories. Winery Classifieds ads are a great way to list winery equipment items, winery services, or properties for sale. Here are some of the websites and mediums that you can use to access winery classifieds. – Wine Communications Group, Inc. is the leading information and services provider for the global wine industry. More info at:

Wine_Business_Classifieds – An online service that helps the wine industry do their jobs better. We offer the most most widely read and comprehensive classified ad service. More information at

Winery Classifieds  Wine Industry Classifieds is an advertising hub for wineries, grape growers, organisations and suppliers within the wine industry in Australia to buy and sell new and used industry products & servicess at a fraction of the cost of conventional advertising.

Wine Industry Classifieds is a website that offers unique Winemaking Calculators, Industry Directory, Wine Catalog, Videos, Wine News, and B2B Marketplace where wine professionals can promote and market their companies, real estates, vines, grapes, bulk wines, spirits, wine barrels, winery equipment, winery supplies, chemicals, wine jobs and services.


Regional Associations Classifieds: You will also find lot of associations and regional growers groups listing classifieds on their website. Here is are couple of examples. and


Texas winery classfieds

Wines & Vines: Wines & Vines offers a comprehensive collection of products providing news, information, marketing and research capabilities. Our monthly magazine, Directory/Buyer’s Guide and Online Marketing System provides a wide range of solutions to give you the tools to be successful in the wine and grape industry.

Wines and Vines  – Your one stop solution to sourcing all your winery, brewery or distillery services and products. BevSupplier is a global platform that includes listings of classifieds. More information at


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An insider’s guide to the US bulk wine market

The original story was published in Meininger’s wine business international on 3rd August 2016.

Although the US is the world’s biggest importer of bulk wine in terms of value*, the market is surprisingly opaque.

Tim Hanni MW, a wine educator and consultant, says the challenge for international producers who want to enter the US market is “learning the intricacies of how bulk wine business is transacted”. Hanni MW,  who has helped to establish the USA’s first bulk wine trade fair, adds that it’s critical to establish “a network of connections to the brokers, buyers and sellers.”

The process starts with understanding how the US bulk wine market operates.

What is bulk wine?

Bulk wine is defined as wine that is shipped in containers (ISO tanks, Flexitanks etc), rather than in bottles or smaller packaging. Some organizations describe any wine that’s shipped in containers larger than two litres as bulk wine but, strictly speaking, bulk wine is wine that’s shipped in large containers and then repackaged at its destination.

Buyers can include wineries, importers, exporters or bottling facilities. Retail stores can also be significant bulk buyers, particularly if they’re selling ‘private label’ wines – the home brand wines created and sold by many liquor retail chains, supermarkets and grocery chain stores. The main advantage that private label wine offers retail chains is that it gives them control over the product, and eliminates the price competition from other retailers. After all, if they’re the only ones selling that brand of wine, then they don’t face pressure to discount it.

Bulk wine is typically traded in the US in one of three ways.

Tier One

The first and most important tier of the US bulk wine trade belongs to wine negociants or brokers. Turrentine Brokerage, Mancuso Wine Brokerage and The Ciatti Company, all based in California, are leading names in this space. Such brokers offer services ranging from grape and bulk wine brokerage to global bulk wine trading, evaluations and strategic branding. It’s not surprising that San Francisco is the hub of the bulk wine business, both domestically and internationally, given that it’s both within reach of more than 4,000 Californian wineries, as well as being a significant entry point to the US.

Brokerage firms may also offer ‘services as contract manufacturers or private label makers, a part of the business known as ‘custom crush’. This involves a buyer stating the profile of the wine required, which is then made to order by a winery. The buyer usually provides cartons and labels and the winery produces the finished goods.

The brokerage firms offer a great starting point for international bulk producers seeking to enter the US market, given their experience, knowledge and connections.

Tier Two

Wine industry classifieds make up the second strata of the bulk wine business. These classifieds may appear in newspapers, industry publications or online, through websites like and Wine Country Classifieds (also distributed in print). The classifieds will list available bulk grapes, or the specifications of ready-made wines, and potential buyers then contact the supplier directly. Many wineries list bulk grapes and wines for sales on their regional association’s website. There are also web portals like Vinex and VinsenVRAC where buyers can negotiate on grape and bulk wine listings.

International producers may certainly list their products through these avenues, as long as they are able to take care of the legalities, logistics and price negotiations themselves.

Tier Three

The third section of the bulk wine trade market is known as the ‘whisper market’, where trade is conducted via personal relationships only. Products are not listed anywhere and nor is transactional data publicly available; nevertheless, this market accounts for a sizeable share of the bulk wine trade.

Insider information is circulated about how many gallons of wine are available for sale at which price, and buyers privy to this knowledge can arrange to taste the product and proceed with the purchase. Wineries can also let brokers know what wines they have for sale, and trust that the brokers will sell the product discreetly, without revealing where it came from.

Similarly, wineries or buyers looking to buy bulk wine can make their exact requirements known to a brokerage firm or negociant, who will then put the buyer in touch with a relevant winery.

This would be a trickier channel to explore for international bulk wine producers, at least until they have spent more time in the market and made deep connections within the network of bulk grape and wine buyers and sellers.

Why bulk wine?

Bulk wine is traded for many reasons, from the need to create a blend using a varietal that’s not available locally, to a need for more wine because of a poor vintage, all the way to private label. On the other side, producers sometimes have excess grapes or wine that they can’t use themselves, and the bulk wine market offers them a way to sell that excess. Wineries – unfortunately – also occasionally find themselves stuck with excess wine because a buyer has failed to make a payment or pick up the stock.

But although there are good reasons why the bulk market exists, there’s also a good reason why the whisper market exists. It’s commonly believed –wrongly – that excess wine is always poor quality. As a result, engaging openly in the bulk wine market has the potential to tarnish the reputation of a winery otherwise known for its award-winning wines.

This scenario presents an opportunity for buyers to procure bulk wines of excellent quality and use them judiciously to build new brands, or flesh out an existing wine portfolio – provided all players can navigate this complex market.

That’s why the International Bulk Wine and Spirits Show was created in the US – to put buyers and sellers together. “The IBWSS gives an advantage to international bulk wine buyers and sellers: access to the key players in the bulk wine business for both long- and short-term opportunities with the bonus of educational and informational seminars on important issues and how to expand their business in the US in a single location,” says Tim Hanni MW. “Attendees and exhibitors can save hundreds of hours and thousands of dollars by having everything, and everyone, in one convenient place.”

The US, whose consumption is estimated at 31m hL, has now broadly established itself as the largest domestic market in the world. At present, it buys international bulk wines mainly from Argentina, Chile and Canada. But given the growing strength of the US dollar and the emergence of powerful US retailers looking to build private label brands, there is a great opportunity for other countries to make a splash in the market. France, the largest bulk wine exporter in terms of value (29% of the world’s value) and Spain, the largest bulk wine exporter in terms of volume (23% of the world’s volume), are wine producing countries with a lot to offer this market, for example.

As ever, the key to success is making the right connections.

As ever, the key to success is making the right connections.

Sid Patel

bulk wine market

Sid Patel is the CEO and Founder of Beverage Trade Network, USA Trade Tasting and the International Bulk Wine and Spirits Show. The International Bulk Wine and Spirits Show(IBWSS) is an annual trade show and conference, open to trade professionals only, which will take place in San Francisco, CA from 26 to 27 July 2017.

Only 10 Spots are left to become an Exhibitor at the 2017 International Bulk Wine and Spirits ShowRegister Now and Join the show as an Exhibitor.