Private labels are one of the fastest-growing sectors of the modern wine industry, influencing a major sector of the business, from which grapes are grown in certain wine regions to the price of a bottle of the red blend on the shelf of your favorite supermarket.

With the Covid-19 outbreak, 2020 was a year of significant ups and downs. However, as the world bounces back, so does the industry - and the private label market continues to grow. After a year’s break, the International Bulk Wine & Spirits Show is back in San Francisco, and ready to take you through the wide world of private label wines and spirits.

At this year’s International Bulk Wine & Spirits Show (IBWSS) in San Francisco, which is set to take place on November 9 & 10, you will have a unique opportunity to experience every aspect of this important, ever-growing market category.

Over a two-day period, a group of high-profile industry leaders will walk you through the key issues and trends of the private label market, while a vibrant exhibition trade show floor will first-handedly enable you to experience the globalization of the bulk wine and private label market. This year’s IBWSS San Francisco event will explore some of the key themes, trends, and ideas that are shaping the modern private label market. You will receive insights from top industry professionals, many of whom have successfully built their own private label brands from scratch.

THE MARKETING AND BRANDING OF PRIVATE LABEL WINES

Perhaps, the most exciting aspect of the private label wine market is how it continues to evolve and change. Not long ago, the term ‘private label’ was used to describe an affordable bottle of wine available for less than $10 at retailers like Trader Joe’s. However, over time, the cost-value relationship has changed dramatically. Now, private label wines sold by giant discount retailers like Aldi and Lidl are winning awards for impressive quality at many major international wine competitions.

Private label wines of Vignobles Du Soleil International

When it comes to branding and marketing, supermarkets and other retailers have started ramping up the time and attention they take to make a private label brand that is custom-fit for the tastes and preferences of a particular demographic group. The uber-popular wine brand 19 Crimes, for example, is a classic example of a private label wine brand that was designed specifically to appeal to new millennial wine drinkers.

In fact, given the time and attention given to brand-building, consumers may not even recognize the difference between a “store brand” and a “traditional brand.” Case in point: British supermarket chain Sainsbury has recently launched a private label called Camino del Angel, which is a “lookalike” brand virtually indistinguishable from the popular Chilean brand Casillero del Diablo.

PRIVATE LABEL WINES AS A TRULY GLOBAL PHENOMENON

This year’s IBWSS San Francisco explores a major breakthrough in the private label market, which is the global acceptance and expansion of the category. Spend just a few minutes walking around the trade show exhibition floor at IBWSS San Francisco, and you can see this immediately. You’ll see exhibitors like Barbarians SA, a group of independent family wineries that specialize in high-quality wines sourced from the Uco Valley in Mendoza, Argentina. You’ll also find Cortecchia FulvioFiglia di Cortecchia Sergio, a premium Italian bulk wine producer located in Emilia-Romagna.

Over time, the wine industry has benefited from globalization, and consumer tastes are changing day by day. Young wine drinkers are more experimental and are willing to consider trying wines from outside the traditional wine regions like France, Italy, or California. This change is a major reason as to why Washington State wine producers are rising in prominence, and why wine nations like Spain, Chile, and Australia are now at the forefront of the bulk wine trade. And now with China emerging as a major player in the global wine industry, from both a demand and supply side, the pace of globalization is only going to intensify. Soon enough, we can expect to see a large number of wines coming in from lesser-known wine regions and making their mark.

THE PREMIUMIZATION TREND IN PRIVATE LABEL

The days of Charles Shaw (“Two Buck Chuck”) wines are long over, as retailers race to establish new brands and line extensions, with an idea to reach the premium tier of wine pricing. At Trader Joe’s, for example, Charles Shaw is now relegated to one corner of the store, while other store brands like Trader Joe’s Coastal and Trader Joe’s Reserve garner a lot more shelf space and attention from consumers. Big German discount retailers – Aldi and Lidl – are making a mark amongst buyers and consumers by winning prestigious international awards for their wines. If you have a 90-point wine, how does that impact consumer perceptions of a private label wine? Positively, of course. A consumer will always go for something which is highly appreciated. 

AN OPPORTUNITY TO DISCOVER MORE

The IBWSS San Francisco is a great place to be as the private label market grows. Whether you’re a new player in the sector or have been here for long, the IBWSS conference is a must-attend. The conference invites speakers who are in the realm of the private label market. This year, hear from:

• Mike Drobnick, Sr. VP Business to Business O’Neill Vintners & Distillers, California.

• Bruce Abbott, Wine and Spirits Category Manager at Brown Jug Alaska, Alaska

• Joe Padilla, SVP of Business Development - Summerland Wine Brands, and MBA at Sonoma State University Wine Business Institute.

• Janiene Ullrich, Executive Vice President, Direct to Consumer, The Family Coppola

• Oliver Colvin, Chief Operating Officer and General Counsel at Winery Exchange, Inc.

And many more.

Why miss an opportunity to discover more? Register for IBWSS San Francisco’s 2 days pass today and save $200. 

Conference Passes:
$200 Super Early Bird offer - valid till July 30, 2021.
$400 Regular pricing.

How to attend: Go to IBWSSHOW.com for full visitor and exhibitor details.

EXHIBITOR REGISTRATION   VISITOR REGISTRATION