02/06/2025

Private-label alcohol has come a long way from being seen as simply the cheaper alternative. At Sam’s Club, Member’s Mark wines, spirits, and beers are developed with an emphasis on quality, consistency, and real value—but also with an unusual amount of input from the people who matter most: the members. Rachelle Carandang, a key buyer on the alcohol team, works closely with suppliers, sensory experts, and consumer feedback to help shape what ends up on the shelf. From selecting partners who prioritize quality and sustainability to evaluating whether a product should be reformulated or retired, her work offers a clear view into how a modern private-label brand is built—one informed as much by data and testing as by listening to what members actually want.

When selecting partners for Sam’s Club’s private-label alcohol, what matters most beyond price? Are there particular qualities—such as craftsmanship, sustainability, or innovation—that you prioritize when deciding who to work with?

Our focus in order of importance: quality, innovation, sustainability, and value to the member. We invite suppliers to participate in RFPs or bids, and product submissions are evaluated objectively, where responses are captured electronically so there’s no bias between respondents and their responses. 

Sam’s Club has been involving its members more in the development of private-label products. How does their feedback shape the alcohol offerings under the Member’s Mark brand? Can you share an example where member input directly influenced a final product?

We conduct both qualitative and quantitative sensory tests. We also capture and review members' reviews or feedback online and via our 800 number. We take feedback seriously and make sure the members’ feedback guides us every step of the way. 

Image: Rachelle Carandang (center) at a Member’s Mark meeting. Source: LinkedIn Post.

Beyond the initial launch, how does ongoing member feedback shape the life cycle of a product? If a Member’s Mark wine or spirit doesn’t resonate with customers, what happens next?

This is similar to #2, we evaluate the item further through other modes of testing, like sensory and analytical, consider volume of sales, engage the supplier based on the results of our extensive evaluation, then decide whether or not to reformulate or discontinue an item.

When introducing something new to the Member’s Mark lineup, how do you balance innovation with staying true to what members expect? Have there been cases where a bold idea had to be reworked to better fit the brand’s identity?

Our innovations and item offerings are guided by the member when it comes to  Member’s Mark. The brand purpose of Member’s Mark is to enhance the lives of  Sam’s Club members through great items at a great price. We are constantly pulsing our members through the Member’s Mark Community to ensure our selection is what they want, need, and enjoy, to ensure we have the best items for our members. 

Private-label alcohol has to strike a balance between great value and high quality. What steps does Sam’s Club take to ensure that every Member’s Mark bottle—whether wine, spirits, or beer—meets a consistent standard and holds up against national brands?

Sam's Club, as a responsible retailer, takes several steps to ensure that every  Member's Mark bottle meets a consistent quality standard and taste parity or better than competing brands. Here are some of the measures we take: 

a) Taste Panels: Sam's Club conducts regular taste panels with members to ensure that  Member's Mark products meet their expectations. This feedback helps refine the product offerings and quality standards. 

b) Quality Control: Sam's Club has a rigorous quality control process in place, which includes regular inspections and testing of Member's Mark products. This ensures that every bottle meets our standards for taste, quality, and packaging. 

c) Collaboration with Reputable Suppliers: We view our suppliers as strategic partners who share the same commitment to quality and value as our Member’s Mark team. Suppliers are selected based on their history of producing high-quality products and their ability to meet our quality standards. 

d) Regular Product Testing: Sam's Club conducts regular product testing to ensure that  Member's Mark products meet their quality standards. This testing includes physical and chemical analysis, and other scientific methods to assess the product's quality and consistency. 

e) Member Feedback: Sam's Club values member feedback and uses it to improve our products and services. Members can provide feedback through various channels,  including online reviews and surveys. 

f)  Awards and Recognition: Member's Mark Wine and Spirits have received numerous awards and recognition from reputable organizations, such as the Wine Enthusiast Magazine, Beverage Tasting Institute, Decanter, and most recently, The London Wine and Spirits Competition. These awards demonstrate the quality and value of Member’s  Mark products. 

By following these steps, Sam's Club ensures that every Member's Mark wine or spirit meets a consistent standard and taste parity or better against competing brands, providing members with great value and high-quality products.

Image: From (Left) Winner of 2025 London Spirits Competition - Member's Mark Whisky and (Right) Winner of 2025 London Wine Competition - Member's Mark Airén sparkling wine.

Private-label alcohol is a competitive space, with both national brands and other retailers’ house brands vying for attention. What sets Member’s Mark apart? How do you position the brand to keep members coming back rather than choosing a well-known label?

Member's Mark is a premium private brand that offers exceptional quality, value,  and convenience to its members. Here are some factors that set Member's Mark  apart: 

a) Quality and Taste: Member's Mark products are crafted with high-quality ingredients and undergo rigorous taste testing to ensure they meet Sam's Club's high standards. This focus on quality helps build trust with members and encourages loyalty. 

b) Value: Member's Mark products are priced competitively, offering significant value to members. This value proposition is a key differentiator, as members can enjoy premium products at a great value. 

c) Convenience: Sam's Club offers a convenient shopping experience, with Member's  Mark products available in-store and online. This convenience factor helps members save time and effort when shopping for their favorite products. 

d) Transparency: Sam's Club is transparent about the ingredients, production process, sustainability initiatives, and quality control measures used to create  Member's Mark products. This transparency helps build trust with members and sets the brand apart. 

e) Member Feedback: Sam's Club actively solicits feedback from members and incorporates their input into product development and quality improvement. This approach helps ensure that Member's Mark products meet their evolving needs and preferences. 

By focusing on quality, value, convenience, and member benefits, Sam's Club positions Member's Mark as a premium private-brand that offers a unique value proposition to its members. 

The alcohol industry moves quickly, with trends like premiumization, ready-to-drink cocktails, and low-alcohol options gaining traction. What are some key categories Sam’s Club is watching right now? Are there any upcoming launches that reflect changing consumer preferences?

We are consistently pulsing our members, and our team of product developers is always working to stay up to date on market trends. Some areas we are watching include: 

1. Premium and craft beverages, including craft beer, wine, and spirits. 
2. Ready-to-Drink (RTD) Cocktails 
3. Low-Alcohol Options 
4. Wellness and Functional Beverages such as probiotics and antioxidants. 5. Sustainable Packaging 

As for upcoming launches, we monitor industry trends and rely on our members to determine our product selection. 

Image: Some of the Member’s Mark premium and craft beverages.

What’s next for Member’s Mark alcohol? Are there particular styles, regions, or flavors you’re excited to explore?

Great question. My advice is to get a Sam’s Club membership, and be surprised and delighted.

Conclusion

As trends in alcohol shift—from premiumisation to health-conscious options—Sam’s Club is taking a pragmatic, responsive approach to its Member’s Mark portfolio. For Carandang and the broader team, the goal isn’t just to fill shelves, but to reflect evolving tastes with intention and care. It’s a balancing act: innovating where it makes sense, holding the line on quality, and staying closely aligned with member expectations. The result is a range that continues to grow—not just in number of SKUs, but in relevance, appeal, and credibility with shoppers who know what good value really means.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

Also Read:
Beyond the Pitch: Evan Traub on Building Beverage Programs Hotels Actually Say Yes To
Private Label Evolution: Via Pacifica’s Strategy for Growth and Quality
Behind the Label: LGI’s Thoughtful Approach to Private Wine Brands in the US Market