Bulk wine doesn’t often make it into mainstream conversations about sustainability, innovation, or market trends. Despite being the backbone of private label wines—a category that’s booming thanks to low startup costs, higher profit margins, and a growing demand for premium options. In order to understand this often overlooked, yet an essential player, in the wine industry, we spoke with Adam Schulz, Founder of Incredible Bulk Wine Company, who breaks down the biggest opportunities, challenges, and trends shaping the bulk wine market today.With topics like sustainability, innovation and premiumisation becoming a major focus for producers and consumers alike, Schulz, discusses the advantages of bulk wine, its market trajectory, and how the industry adapts to current economic challenges while making sustainability a priority.

Edited excerpts from the interview.

How does Incredible Bulk Wine Company operate?

We function much like a real estate brokerage—I don’t own or take possession of anything. My role is to connect buyers and sellers by leveraging industry relationships. If a winery needs a specific varietal, I find a supplier. If a producer has excess wine, I help them find a buyer. It’s all about managing relationships and ensuring that supply meets demand efficiently.

What are the biggest sustainability advantages of bulk wine that people might not be aware of?

I’m a licensed bulk wine broker in Washington, Oregon, and California, and I also work with clients in Europe. While many sustainability initiatives focus on vineyard and winery practices—such as Washington’s Sustainable WA program—bulk wine itself has significant sustainability benefits.

Bulk wine is shipped in full containers without glass, often in reusable stainless-steel tanks, which in itself is quite a sustainable way to transport wine. Unlike bottled wine, which requires extra weight and packaging, bulk wine maximizes space and efficiency in global shipping. Since it only occupies the portion of a container ship designated for liquid cargo, it aligns well with broader sustainability initiatives in logistics and transportation.

Despite its sustainability benefits, bulk wine isn't widely discussed in sustainability conversations. Why do you think that is?

If I were to opine, I think it doesn’t fit the traditional winemaking narrative. The wine industry is built on storytelling—winemakers in vineyards, crafting wines with their own hands. Many wineries either fully rely on bulk wine or use it to supplement their production, but they rarely highlight this because it doesn’t align with the artisanal, family-owned image that resonates with consumers.

Larger trade organizations may promote the benefits of bulk wine, but from a consumer-facing perspective, most wineries prefer to maintain the illusion that every bottle comes from their own vines. This makes bulk wine a behind-the-scenes player, even though it plays a crucial role in keeping the industry efficient and sustainable. And I am happy with that too!

Private labels are growing in popularity, especially in premium segments. Could this be an opportunity to integrate bulk wine into the sustainability conversation?

Possibly. As a bulk wine broker, my role is to be invisible to the consumer. I’m not part of the story, and that’s fine with me. But the wine industry has always been rooted in traditional marketing—heritage, family legacy, the artistry of the winemaker. Winery owners might hesitate to openly acknowledge that they’re cutting costs by sourcing bulk wine because so much of the business is built on storytelling and prestige. Every industry has its version of private labels and bulk products, but in wine, framing that for consumers is tricky. It’s not the kind of story that aligns with the traditional image most wineries want to project. If bulk wine is positioned as one of several measures contributing to a winery’s sustainability goals, it might resonate better. But fully breaking down the economics behind it? That might not be the best approach. Ultimately, it depends on how the story is told.

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Are buyers demanding specific sustainability certifications when purchasing bulk wine?

Yes, particularly in markets like Scandinavia, where government-run alcohol monopolies require sustainability documentation. Large retailers, such as Costco, also prioritize wines with sustainable certifications. This demand is pushing more wineries and vineyards to obtain certifications, covering everything from water use to farming practices.

In Washington, the Sustainable WA certification is becoming more requested. The Pacific Northwest also has an initiative called Salmon-Safe, which ensures that vineyard practices don’t harm local waterways and wildlife. While buyers may not demand specific certifications beyond regional standards, there’s a clear trend toward ensuring sustainability claims are backed by documentation.

Given the current downturn in the wine industry, is bulk wine demand also declining, or is it faring better?

Bulk wine follows the broader market. When demand for wine drops, unsold grapes often get turned into bulk wine as a secondary market option. Right now, red wine consumption is in decline, which impacts bulk wine sales. However, in the past five months, we’ve seen an uptick in bulk wine demand—likely because retailers recognize the industry’s struggles and are looking for good deals. Prices aren’t as strong as they once were, but volume is increasing.

Where do you see the biggest opportunities for sustainability improvements in the bulk wine sector?

Financial sustainability is just as crucial as environmental sustainability. The wine industry needs to do a better job of communicating its sustainability efforts in a way that resonates with consumers. If wineries can successfully integrate bulk wine into their sustainability messaging, it will strengthen both economic and environmental viability.

Additionally, as vineyards face economic pressures, ensuring they remain financially viable while prioritizing sustainable farming practices is critical. Farming is often a multi-generational business, and how today’s growers manage their land determines what they leave behind for future generations.

With red wine experiencing a downturn, are there any specific varietals that are performing well in the bulk wine market?

Yes, Pinot Gris and Sauvignon Blanc are doing particularly well in many regions. They’re refreshing, lighter white wines that pair well with a variety of foods, and they’ve been resonating with consumers. Demand for both is currently strong.

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If you could change one perception about bulk wine, what would it be?

Wine needs to sell fun and lifestyle, not just pedigree and status. The industry has focused so much on heritage and craftsmanship that it sometimes forgets wine is part of the entertainment business. People open wine to celebrate, to elevate their everyday experiences.

The industry should focus on making wine enjoyable and accessible rather than reinforcing exclusivity. Sustainability is a vital part of the story, but at its core, wine is about enhancing life’s moments. If bulk wine can be positioned within that narrative—offering great wine sustainably and affordably—it has the potential to shift consumer perceptions in a meaningful way.

You export to European countries as well, and given the recent tariff discussions, what are your thoughts on this, and how do you plan to navigate it?

Honestly, it feels a bit theatrical. It’s hard to make concrete plans when these things change so quickly. Just a couple of days ago, it seemed like trade with Canada and Mexico was at risk, and then suddenly, it was called off. Right now, I don't think it's something to take too seriously—we just have to go with the flow.

Header image sourced from Adam Schulz.

Also Read:
A New Frontier: Opportunities and Challenges in the Low and No Alcohol Wine Category 
The Pros of Private Label Wines and Spirits and How to Excel at it