Amsterdam hosts the 16th edition of the WBWE, focused on innovation and global expansion
November 25-26, 2024
What to Expect?
The WBWE offers the best opportunities at the right time to successfully market bulk wine products and drive business growth. The rise of private labels has made it clear: the era of bulk wine has arrived—and it’s here to stay. Today, private labels account for 33% of the global wine market, and the trend continues to rise.
This market shift has been profound; the bulk wine sector is now fundamental to the entire industry. It enables retailers, brand owners, and the hospitality sector to offer exclusivity, differentiation, and competitive pricing.
The cost-saving and sustainability benefits are also significant.
Key buyers from the retail, distribution, and import sectors are actively seeking to secure wine supplies for the coming months, with special attention being paid to low-alcohol wines, particularly to serve the UK market.
Bulk wine is the lifeblood of private labels. According to comments from the event organizers, private labels—a well-established feature of the European retail landscape—are currently making significant inroads into the U.S. market. It is estimated that private labels account for 10-15% of total wine sales in the U.S.
“The private label wine space has more than doubled in size over the last decade, and spirits are growing by 50% year-on-year. In some U.S. chains, over 30% of all wine and spirits are sold under private labels,” confirmed Alison Crowe, Vice President of Winemaking and Partner at Plata Wine Partners.
Despite this growth, the U.S. private label market still lags behind Europe: “There’s still untapped potential in the U.S. It’s an exciting and growing segment, currently outperforming branded products,” added Crowe, whose company sells over 500,000 cases of wine supported by 20,000 acres of sustainably farmed vineyards.
Special thanks to: vinoagranel.org.ar/vino-a-granel
Private labeling isn’t just the prerogative of large supermarket chains; the model is successfully applied across an almost endless range of outlets.
“I have suppliers creating private labels for the Wall Street Journal Wine Club, for example, or Delta Airlines, or the New York Jets football team. Private labeling can also be small-scale: it might be for Jim and Cindy’s wedding anniversary—they may want 25 cases with a custom label featuring their photo. It’s versatile. Private labeling works in a million ways. I wouldn’t say there’s a fixed recipe,” said Adam Schulz, founder of The Incredible Bulk Wine Company.
The shift in the importance of the bulk wine market has been remarkable. Several supermarket buyers highlight the advantages of bulk shipping, including cost-efficiency, sustainability, reduced carbon footprint, and reliable store and warehouse replenishment. The quality of bulk-shipped wine has improved significantly over the past decade, and retailers are adopting strategies that reflect a commitment to sustainability.
Now is the time to establish long-term relationships that will ensure the success of your business.
LOST VALLEY Bulk Wine / NEWSLETTER – November 2024 *