Who is the real producer of the branded wine we buy in supermarkets? Distributors make the decision, and in recent years they have transformed private labels from simple, affordable alternatives into true customer loyalty tools. Price is no longer the only lever: today, value is the challenge.
For a long time, private label wine was considered a “secondary” product, aimed at those seeking a budget. Today, however, private labels are redefining the large-scale retail wine market, positioning themselves ever closer to traditional brands and offering lines ranging from entry-level to premium.
Numbers that tell a transformation
According to NielsenIQ, private label wine sales in Italian large-scale retail trade reached €273.8 million in 2024, a 2.1% increase over the previous year. In volume terms, sales amounted to 106.9 million liters out of a total of 628 million, an increase of 1.6%.
The private label sparkling wine segment is the most dynamic, with a 4.4% increase in volume and a 1.3% increase in value, driven primarily by Prosecco. The average price of private label wines is €2.56/liter, still lower than the €3.60/liter of company brands, but the gap is gradually narrowing.
These data confirm a clear trend: consumers are beginning to perceive branded labels as reliable choices, no longer tied exclusively to price.
From commercial brand to value brand
While in the past, private labels were often anonymous and poorly managed, today retailers have invested in transforming them into true “value brands.” The main drivers of this evolution are:
- Rigorous selection of producers – Chains choose partner wineries more carefully, often highlighting small and medium-sized local producers to ensure authenticity.
- Careful packaging and communication – Modern design, elegant labels, and storytelling make private label wine perceived as a product with a precise identity.
- Offer segmentation – Today, there are private label lines for every target: everyday wines, premium references, special selections, and limited edition collectibles.
Why are private labels winning?
There are three main reasons for the success of private labels in wine:
- Complete control of the supply chain
The brands guarantee consistent quality and a competitive price-performance ratio, allowing them to manage margins and pricing more flexibly than independent brands. - Customer Loyalty
A consumer who becomes associated with a private label tends to remain loyal to the brand that offers it, strengthening the strategic value of these labels. - Competitive Differentiation
In a market where many products are repeated across supermarkets, having exclusive and recognizable wines becomes a crucial advantage.
Risks and challenges for the future
Despite the positive trend, private wine labels must face some critical issues:
- Credibility and transparency – Historic brands enjoy a consolidated reputation; brands must clearly communicate the origin, quality, and value of private label labels.
- Market saturation – Too many private label wines risk confusing consumers and generating internal cannibalization.
- Price/value balance – If prices rise too high, private labels risk losing their competitive positioning.
Private labels as a strategic opportunity for large-scale retail trade
Private label wine is no longer a “secondary” option, but a strategic lever for strengthening the brands’ positioning. The challenge is to grow these labels without distorting their identity, focusing on quality, transparency, and innovation.
Consumers have demonstrated their willingness to embrace wines that don’t carry a well-known name on the label, as long as they convey value, locality, and consistency. The real question is: will large-scale retail trade fully seize this opportunity and transform private labels into a cornerstone of their wine offering?
