Michael Salzer, Vice President of Private Label at Trinchero Family Estates, joined Sid Patel on the floor of the International Bulk Wine and Spirits Show to discuss how retailers develop private-label wine programs, the growing fragmentation of the U.S. distribution system, and why personal relationships remain essential for creating new business.

In this conversation, Salzer explains that there is no single route into private label. Every retailer follows a different sourcing process, and suppliers must understand how each organization operates before presenting an opportunity.

Sid Patel: How do retailers approach private-label wine sourcing?

Michael Salzer: Every retailer operates differently. Some retailers issue an RFP to a collective group of suppliers, while others are open to looking at completely new categories and opportunities.

The larger clubs, including companies such as Costco and Sam’s Club, are developing and protecting their own intellectual property. Their approach is different because they are building products and programs that belong specifically to their retail businesses.

There is no one-size-fits-all approach. Suppliers need to understand the retailer, how its private-label program operates, and what type of opportunity it is looking for.

Sid Patel: How important is it for suppliers to understand the individual retailer?

Michael Salzer: It is extremely important because every retailer has a different process. Suppliers cannot approach every company with the same proposal.

Some retailers may already know exactly what they want and will communicate that through an RFP. Others may be willing to consider a new category, concept or product that fills a gap in their portfolio. Understanding those differences is an important part of building a private-label business.

Sid Patel: How has the U.S. three-tier distribution system changed?

Michael Salzer: The three-tier distribution model is more fragmented today than it was five years ago.

That fragmentation creates challenges, but it also creates opportunities. Suppliers have to understand the different routes to market and the relationships required to move a product successfully through the system.

Sid Patel: Are relationships becoming more important in this environment?

Michael Salzer: Yes. Because the market and distribution system have become more fragmented, relationships carry more weight now, not less.

Being able to meet buyers, understand what they are trying to accomplish, and continue the conversation after the initial meeting can create opportunities that may not have existed otherwise.

Sid Patel: Can meetings at IBWSS genuinely lead to business?

Michael Salzer: A supplier met a buyer at IBWSS last year. That initial handshake and cup of coffee developed into a business opportunity.

The opportunity then led to a second RFP, and the relationship is now growing into something bigger. That is an example of how an initial conversation at the show can develop into real business over time.

Building Private-Label Business Starts With Understanding the Buyer

Salzer’s message to suppliers is clear: successful private-label business begins with understanding how the individual retailer works. Some buyers source through structured RFPs, some actively seek new categories, and others are building proprietary products that must fit their own intellectual-property and brand strategies.

At the same time, fragmentation across the U.S. distribution system makes strong relationships increasingly valuable. A meeting, handshake, or informal conversation may be the starting point for an RFP, a new product program, and a much larger long-term partnership.

The International Bulk Wine and Spirits Show is designed to create exactly these connections—bringing together retailers, importers, distributors, wineries, distilleries, private-label producers and contract-production partners.

The 10th annual IBWSS San Francisco will take place on July 27–28, 2027, at the South San Francisco Conference Center. Exhibitor and visitor registrations are now open.

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