Custom Label Wines Enhance Your Image........
"I am pleased to recommend Peter Demzak of Noah Wine Group and his private label feature, Northwest Cellars. We recently had the pleasure of working with Peter to put together a private label white and red wine for our wine program at Tampa Yacht & Country Club and could not be more pleased with the results. The service was exemplary and the product is high quality. Peter and his team made it a very easy process and our membership is thrilled with the offering as well!
Peter Demzak went above and beyond to ensure that our needs were exceeded. I would not hesitate to recommend him to you for your private label wine needs."
Scott B. Fairbairn, CCM, CCE
General Manager
Tampa Yacht & Country Club
Custom Label programs allow hotels, resorts, restaurants and retail to:
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Enhance image and build customer loyalty
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Realize "increased margins" over nationally branded wines
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Depend on high-quality, skillfully crafted wines harvest after harvest
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Offer customers a uniquely branded wine unavailable in other accounts
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Receive unparalleled sales, marketing and logistical support
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Fully customizable wine services & products
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Higher-end AVA specific wines
Exclusive Branding Staff provides expertise at every phase of the process:
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Label design integrating account logo/graphics
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Print production
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Regulatory state and federal compliance filings
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Inventory and shipping logistics
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Marketing and sales support materials
Northwest Cellars .Premier Vineyards:
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Our grapes are grown in premier Washington regions including Yakima Valley, Red Mountain, Horse Heaven Hills, Walla Walla and Columbia Valley to provide consistent, superior quality from harvest to harvest.
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Single Vineyards: Scooteney Flats, Spofford Station, Cordon Grove, Coyote Canyon and Art Den Hoed.
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Wines that Over-Deliver on quality at price point
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Shiners (ready-to-go unlabled bottled wines)
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Solutions for just-in-time inventory
Partnering for success:
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Exclusive Branding is dedicated to building successful long-term relationships
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On-going customer service is provided to help effectively implement programs and maximize sales & profit
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Partner with a family owned and managed winery
Exclusive Branding Wine Used As
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A commemorative premium blend relevant to an occasion
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A limited edition product to feature at an event
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A unique brand extension for your customers
Custom Label Wines Create
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Sponsorship and promotional prospects in retail channels, restaurants, and wine shops
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Fundraising opportunities through auctions and donations
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Enhanced hospitality experiences through winemaker appearances
Private Label Dilemma
"Large retail chains - especially the fast-growing Total Wine & More- expanded the use of store brands in 2015. They're a growing source of revenue and exclusives build loyalty for retailers." Wine Business Monthly ~
The Buccaneer, BevMo!'s private brand, has four varietals and one red blend. Today, The Buccaneer is one of BevMo!’s leading brands.~Plata.
The Profit: Marcus Lemonis and Amazing Grapes
S2:E7
"Marcus then does a deal with a winery to create a private label wine that will provide higher margins to the store".
Amazon Brands
"Amazon.com quietly took a step. The web retailer is selling at least 1,800 products under seven private labels with names such as North Eleven and Lark & Ro."
Bloomberg Businessweek
Shanken News Daily ~
140-unit retail chain ABC Fine Wine & Spirits ranks among the top drinks retail destinations in Florida, with annual sales of approximately $500 million. In recent years, however, an influx of new retail players in the state has brought markedly increased competition, leading ABC to sharpen its focus on the high end while also boosting selection, service and its private label offerings. SND recently caught up with ABC executive vice president Jess Bailes for an update on developments in Florida’s retail market for wine, spirits and beer.
SND: How has that influx changed the modus operandi at ABC?
Bailes: "The things we’re doing to compete are working—mainly refining and expanding selection, especially at the high end.In our latest pricing survey, we were about 10% cheaper than our major competitors on wine, but they’re still outgrowing us. We’ve been forced to get more into the private label business. Suppliers, particularly the ones with the mega-brands, don’t really appreciate that, as you could imagine, but it’s a necessary evil based on what the national brands are selling for in this market. If a competitor is selling national brands at a club store margin or less, you still need to make enough profit to operate. One of our most successful private label lines is our Block Wine series (usually about $16-$23). We typically put it on the shelf for 20%-30% less than what a wine of that quality would usually sell for. We’ve got all the price points covered in private label, from $9 up to $100."
Shanken News Daily ~
Concord, California-based retail chain BevMo recently opened its 160th location in Lafayette, California, marking a significant expansion from about 130 stores three years ago. Last year, BevMo, which operates in the Washington and Arizona markets in addition to the Golden State, named Albertsons Safeway veteran Dimitri Haloulos as CEO. In this exclusive interview with SND senior editor Daniel Marsteller, Haloulos discusses BevMo’s new store format—which aims for a more local, premium feel—as well as private label strategy.
BevMo Intensifies Focus On Premiumization
SND: How important is private label to BevMo’s strategy?
Haloulos: It’s critical to our business. I have a background in private label. At Procter & Gamble, I spent my time figuring out how to compete with private label. Then I moved to a major retailer and tried to drive private label (Haloulos led a $10 billion private brand portfolio as senior vice president, Own Brands at Albertsons Safeway). So I’ve seen a good cross-section in retail. There are two schools of thought. One is to drive private label at the expense of national brands. The other is to build brands and grow the category. BevMo is in the latter camp. We’re very focused on wine. Our two top brands are Unruly ($13) and Donovan-Parke ($11-$16). We just launched Unruly Black Pinot Noir, which is performing very strongly. Our Donovan-Parke rosé is also selling very well. We look at a consumer need, and work with our vineyard partners to fill that need and drive it forward. We’ve eliminated some brands that didn’t have a consumer target. So we’re building those products, but we’re not growing at the expense of national brands. That’s an important distinction, especially in the California market, where a lot of consumers are extremely brand-loyal.
Private Label Versus Brands: How Retailers Can Make The Most of Both
Retailers need to make the most of both own label and major household brands in order to get the most of their range. But how do they ensure both categories are driving profitability in-store?
For all the tension that exists between retailers and suppliers there is actually far more to bring them together than pull them apart. Yes, there are always going to be disagreements over buying and selling negotiations, but that’s the nature of doing business.
But they clearly both rely on each other to do any business at all. None more so when we open up the world of own and private label brands.
On the one hand the two are in direct competition. Sitting side by side on shelf doing all they can to make the passing shopper stop and pick them up. They probably wish the other was not there, but also realize that without them the overall category would not be as interesting for consumers to fully engage with.
So how does a retailer get the most out of both its branded and private label offer?
1. GET THE BALANCE RIGHT
For the retailer it is a delicate balance to get right. Very good brands have strong ties with their customer base and woe betide anyone that gets in the way. Equally the consumer is also far more open now to own and private label brands and, if anything, would like to see more choice, differentiation and see the retailers bring their flair and imagination to a heavily branded category. Buyers and category mangers that can get that ratio right will see their sales soar.
2. WORKING SIDE BY SIDE
The best own label and private label brands sit neatly and naturally against their branded equivalents. They are not there to overpower or dumb them down. Otherwise why would the retailer stock them at all. So it is important to give own label brands a clearly defined role within a set category. One that allows shoppers to easily understand why they are there, but also add to the overall value and appeal of the category and share the spotlight with the brands.
3. ACROSS ALL PRICE POINTS
Retailers can carefully use their branded and own label offers to cover all prices and bases in any given category. Whilst a brand might have a more premium, aspiration appeal, it leaves room for lower and medium priced, quality own label brands to sit just below them on the pricing ladder.
4. LESS IS MORE
The key thing here is not to clutter and confuse the category with too many brands and own label products. Any own label offer should be there to make the category easier to navigate and shop. So before introducing anything new it can be a good exercise to review all products and take out lines, both branded and own label, that can make the category easier for the shopper to shop.
5 BUILDING TRUE PARTNERSHIPS
Retailers often the right suppliers to make their own label brands for them. Suppliers that also have their own brands they want to bring to market. It provides a win, win scenario for both whereby suppliers can work in true partnership with retailers to not only develop successful own label brands, but ones that sit neatly against their own branded offer allowing both sides of the fence to make profits and grow.
IBWSS
10 Things to Remember When Creating Your Own Private Label Brand
With thousands of own label brands already on shelf, it is hard to make a difference or stand out with a new one. Here are our Top 10 tips to make sure your next private label is a success.
1. WHAT IS YOUR USP?
The first thing to get right is why you are creating this brand in the first place. Just putting your business’s name on the label is not enough to make it sell. It has to earn its place on shelf, and be there for a reason so that customers are going to pick it up or even consider buying it.
2. BRAND CREDENTIALS
Yes, you might be making an own label product, but you are first and foremost creating a brand. It is therefore vital you take as much time and trouble as any FMCG brand would to determine what you stand for, what your values are, who your target customer is, and make sure it is made, designed, packed and priced to meet their needs.
3. COMPETITIVE SET
Brands don’t live in isolation. They go up against the competition in whichever category they are in. So make sure you know who your competing brands are and what they stand for. Why should a consumer stop buying that brand to pick up yours instead?
4. PRICING
The private label market is now so complex and established that there are now private label ranges to suit all price points and needs. Each with their own very distinct pricing structures. When developing a new brand it is important to be clear which price bracket your product is aimed at.
5. LOOK AND FEEL
As well as price, consumers now expect private labels that sit within those different tiers to look and feel right. Be it an economy, mid-priced or premium private label you have to make sure the design and the imagery of the brand sits neatly alongside other products at that same tier of pricing or you will stick out - and not in a good way.
6. PACKAGING
The same applies to which packaging the product comes in. Consumers have become accustomed to private label coming in different types of packaging depending on the tier they are in. If you are aiming for a luxury product then make sure the packaging looks and feels right.
7. RULES AND REGULATIONS
There is no relying on your branded supplier to get things right when it comes to the rules, regulations, labeling, and all the accreditation's needed to make your product the right side of the law when it come to developing a private brand.
8. KEEPING UP WITH DEMAND
Similarly you can’t go back to your branded supplier for more stock if your new brand suddenly takes off. It is important you get your planning and volumes right and enough capacity in the supply chain to cope once your new private label goes on sale.
9. PR AND PUBLICITY
You might be very proud of all the work you have done to create your new brand, but don’t expect it to sell unless you do something about it. So make sure you build in a support package including good PR and publicity to help get your private brand off the ground.
10. INTERNAL SUPPORT
Don’t forget the enormous role that staff within your own company will have in making any private brand a success. Make sure you communicate to all regional and store managers that they have a new brand to handle and supply with them the right POS and promotional materials for their staff.
FACTS AND FIGURES
Customers now want to see or find out as much as they can about the products they buy. So it is also important to build up a fact file of information about all aspects of the product, from how and where and when it was made, to the processes involved, the packaging and labeling used to how it got on to shelf. Information that can be supplied online or directly to consumers if asked.
