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Private Label Beverages: Your One-Stop Shop To Get To Market
What are the main reasons that a Brewery and/or Winery would go the Private Label route to build your business?
This article is designed to offer several unique ways that certain Breweries (Craft Spirits and Wineries) are building high-performing brands for producers who want to fill a need in the marketplace that nobody else has.
There are eight steps that most brand owners review when going into the “Private Label” beer, wine, and/or spirit 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, and 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 water, 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:
- Custom product, flavor, and label development (beer, energy drinks, CSDs, and bottled water)
- Trademark searches
- Raw materials sourcing (bottles, cans, labels, boxes, trays, ingredients)
- Bottling and packaging services (glass, cans, multi-packs, PET, aluminum bottles)
- Production management (scheduling, bottling, lab testing, analysis)
- Logistics, warehousing and distribution
- www.monarchcustombeverages.com
U.S. Beverage Manufacturing—San Louis Obispo, CA
Billed as “Your Beverage Turnkey Solution”
Development Services they provide include:
- Personalized beverage development (alcoholic bevs, coffee/teas, energy drinks/shots, kids drinks, CSD’s, Lemonade, sports drinks, and waters)
- Beverage packaging and label design (Cans, bottles, bag-in-the-box, canisters, cartons, gift packs, PET, pouches, stick packs, tetra packs, tubes, and shot bottles).
- Legal Services (Licensing, Compliance, Trademarks and Brand Registration)
- Creative design and website services (label, website, and package design)
- Sales and Marketing (distributor network, brokers, and retail chains)
- products, sauces and marinades, soups & vegetables, waters, energy beverages, and wines & spirits)
- www.usbeveragemanufacturing.com
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:
- Unique beverage mix with beer, flavored malt beverages, energy drinks, teas, and alcoholic cider.
- Brewing and aging cellars
- Blending and batching for FMB’s and beverages
- Packaging and unique configurations (Bottles, cans, kegs, multi-packs, rainbow variety packs, cold fill, hot fill and shrink wrap capability)
- Quality assurance (Analytical lab, package lab, micro lab, plant sanitation, data reporting, sample library, and CIP validation)
- Warehousing and logistics (warehousing, logistics, transport, refrigeration/cooler space, rail car loading capability, and inventory)
- National footprint with three production facilities
Winery Exchange—Novato, CA
“Building Brands Worldwide” is their calling card
Winery Exchange's professional services originate from its strong retail connections, including:
- Private branding for Worldwide retailers (Clients have included Kroger, Costco, Delhaize Group, Tesco, Fresh & Easy, Cost Plus, Whole Foods, H-E-B, and Salisbury)
- Research (Closely follow consumer trends in product categories, target pricing, and impactful packaging and levels of brand support required to break through to consumers).
- Brand concept development (Designs are presented to retailers based on research provided)
- Packaging Implementation (Logistics, customer service, and distributor teams work with brand marketing to implement a new product)
- Marketing Programs (Calendars are provided to gain displays, creative POS, in-store demos, and PR/press coverage).
- Winery Exchange uses Production facilities like City Brewery to bring their product to market.
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The Beverage Companies listed above are all after another expanding segment in the U.S.—private labels and contract beverages for the consumer looking for variety and good-tasting brands at favorable prices. Private labels are being requested by retailers and aren’t 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.
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