Private Label Wine: Market, Top Suppliers & How to Start

Ever wanted to have a wine brand with your name on it without having a vineyard? That's where private label wine is helpful. If you have a restaurant, operate a retail chain, or simply wish to put your name on a bottle, private label wine is an intelligent, scalable means to enter the wine market. With assistance from private label wine makers and manufacturers, you are able to select your own blend, design a custom wine label, and even dictate the packaging.

From white label small-batch wines to full-production private label winemaking, the options are limitless. Looking for information on private label wine price, legal procedures, or procurement? You're in the right spot. This guide deconstructs it all, from market insights to the best private label wine companies you should be aware of. Ready to have a toast for your own label? Let's dive in.

History of Wine

Wine has been produced for over 8,000 years, originating in the South Caucasus region and spreading through ancient civilizations like Egypt, Greece, and Rome. The Romans expanded viticulture across Europe, and medieval monks preserved and refined winemaking techniques. With industrial advancements in the 19th and 20th centuries, wine became widely produced and branded.

In recent decades, private label wine has emerged as a modern trend, allowing retailers and businesses to offer custom-branded wines without owning vineyards. This approach combines traditional winemaking with contemporary marketing, making quality wine more accessible and personalized for today’s global consumers.

Private Label Wine Market Overview

The private label wine market has exploded over the last few years, and it's not showing any signs of slowing down. From a local grocery store that wants its own private label wine brand to a restaurant featuring a signature house red, demand is out there.

So, what's making everyone jump on board?

• Retailers love control. Selling private label wine for retailers provides stores with pricing, brand identity, and customer loyalty.
• Restaurants desire something more than profit margins. A bottle bearing their name provides a story and something for guests to recall.
• Barriers to entry are lower than ever before. Through private label wine producers and white label wines, you can have your own line without possessing a vineyard.
• Customers are seeking meaning. Today's consumers aren't merely purchasing taste, they desire unique wine labels, gorgeous packaging, and a narrative with a connection.

Globally, as per a report released by IndustryARC, the private label food and beverage industry is set to reach a size of $754.67 billion by 2030 and achieve a good CAGR of 7.6% between 2024 and 2030. That's everything from beverages to snack foods, and yes, that includes wine.

What's actually driving this trend? Increasing numbers of consumers are buying online and seeking out something different and affordable with character. Gen Z and millennials in particular desire brands that align with their values, sustainability, authenticity, and trendy custom wine labels all win points. That's why there are more private label wine suppliers and private label wine brands emerging that are prepared to assist small businesses, restaurants, and retailers in getting bottles on the shelves that make an impact.

Cultural and Regional Preferences

Curious about how wine trends differ around the world? Private label wine is developing differently wherever you are. Here's a quick review of what's going down by region.

Europe

Europe is the historical heartland of wine, with deep-rooted traditions in countries like France, Italy, and Spain. Consumers here value terroir, appellations, and classic grape varieties like Cabernet Sauvignon, Merlot, and Sangiovese. Organic and biodynamic wines are increasingly popular, especially in Western Europe. Private label wines in Europe often emphasize heritage, region-specific blends, and sustainability, catering to both premium and everyday wine drinkers.

Americas

The U.S. and South America (notably Chile and Argentina) have vibrant wine cultures. In the U.S., consumers appreciate variety, convenience, and innovative packaging. Californian wines dominate, but there’s growing interest in wines from Oregon, Washington, and imported private labels. South American markets favor bold reds like Malbec and Carménère. Private labels often succeed with clear branding, value pricing, and approachable flavor profiles.

Asia

Wine consumption is rapidly growing in Asia, particularly in China, Japan, and South Korea. Red wine is preferred, especially in China, due to cultural associations with health and prosperity. Japanese consumers lean toward subtle, food-friendly wines like Pinot Noir and Riesling. Younger generations are driving demand for premium and imported wines, often influenced by Western trends. Private label wine is gaining ground, especially when marketed as exclusive, high-status, or gift-worthy products.

Middle East & Africa

In the Middle East, wine consumption is limited due to religious and legal restrictions, but non-alcoholic wine and grape-based beverages are popular alternatives. In more liberal regions like Lebanon and parts of Israel, there is a growing niche for boutique and private label wines. In Africa, South Africa leads the continent’s wine industry, with local consumers embracing both affordable and premium wines. Private labels are often used by supermarkets and tourism-related businesses to offer localized, recognizable options.

Types of Private Label Wines

Curious about what private label wines you can provide? Let's differentiate the most common types and determine what's trending currently.

Red, White, Rosé, and Sparkling

Reds such as Cabernet Sauvignon, Merlot, and Pinot Noir are crowd-pleasing standbys. But don't overlook whites—Chardonnay and Sauvignon Blanc are good choices for private label wine brands. Rosé and sparkling wine, such as Prosecco and Cava, are becoming popular items, particularly among younger consumers. So, whether you're a retailer or a restaurant, including a selection of these styles can be a way to reach more consumers.

Organic and Biodynamic Options

Want to provide your private label wine with a distinctive twist? Organic and biodynamic wines are becoming more popular. More private label wine producers are creating these types of wines to appeal to green consumers. Including certified organic or biodynamic wines in your range can help differentiate your brand—and yes, you can typically command a little more for that.

Vegan, Low-Alcohol, or No-Alcohol Wines

Did you know there is vegan wine? It's made using specific filtration processes to remove animal products. And low and non-alcohol wines are becoming more popular, perfect for those watching their health but still interested in excellent taste. Offering these as part of your private label wine packaging can bring new customers without losing taste.

Bulk vs. Bottled Wine

Here's the dilemma: Do you want to buy bulk wine and bottle it yourself to keep costs down on private label wine expenses? Or do you want to have a full-service private label wine company who takes care of it all—from buying and making to bottling and labeling? Both have their perks. Buying bulk can save you money, but full-service solutions make it easier to get your brand off the ground.

How to Launch a Private Label Wine Brand

Considering launching your own private label wine company? Guess what, it's not only for large retailers anymore. Small businesses, restaurants, and even social media influencers are getting in on the action. So, how do you begin?

Sourcing a Winery or Supplier

First, you'll want to look for private label wine suppliers who suit your requirements. Consider quality, the amount of wine you need, and what you can afford. Consider suppliers with flexible MOQs (minimum order quantities), plenty of wine varieties, and who can assist with custom branding.

Ready to turn your wine brand vision into reality? Torg makes it easy to discover trusted private label wine suppliers across Europe—with flexible MOQs, a wide variety of wines, and branding-ready options. 👉 Start sourcing on Torg for free!

Choosing Varietals and Blends

Now: select the wines that appeal to your audience's taste. Do you envision rich reds, crisp whites, or perhaps playful rosés? Do you prefer New World wines—such as California or Chile—or traditional European styles? This decision defines your entire brand.

Branding and Label Design

Your personal wine label is your "face" in the marketplace. Have designers that specialize in wine labels and the regulations surrounding them work for you. Consider sharing a story such as where the grapes are from, tasting notes, even a food pairing. It makes your bottle stand out more.

Compliance and Legal Checks

Compliance is crucial when launching private label wine. Labeling must meet legal standards, including alcohol content, origin, and allergen warnings, which vary by country. Importing wine requires customs documents, tax compliance, and health certifications. Private label buyers should ensure suppliers are familiar with local and international regulations. Additional certifications—such as organic, vegan, or Protected Designation of Origin (PDO)—may be needed depending on the market and target audience. Ensuring legal and regulatory compliance not only avoids penalties but also builds consumer trust and protects the brand's reputation across regions.

Bottling and Logistics

Lastly, determine how your wine will reach consumers. Some wineries bottle wine at their facility, while others ship it in bulk and you bottle it yourself. Your private label wine packaging must look fantastic on store shelves but also withstand shipping. It's a matter of finding that balance between style and intelligence.

MOQ for Private Label Wine

If you're going to be introducing your own private label wine, one of the things that you'll first want to determine is the MOQ, or the minimum order quantity. This is essentially the minimum amount of bottles you'll want to purchase in order to begin and it can be quite a range based on a number of factors.

Here's a quick overview to give you an idea:

• Standard MOQ: Most wineries require orders of at least 300 to 1,200 bottles (approximately 25 to 100 cases).
• Premium or custom blends: Higher MOQs may apply, especially for unique varietals or small-batch production.
• Bag-in-box or canned wine: These formats may allow for lower MOQs, appealing to startups or niche retailers.
• Label-only customization: Some producers offer low-MOQ options (as few as 100 bottles) when only the label is customized and the wine is preselected.

Buying in smaller volumes necessarily makes the private label wine cost per bottle greater because suppliers are dividing their fixed costs between smaller numbers. But surprisingly, that can be in your favor, it allows you to "test the waters" with your private label wine without betting the ranch initially. You have the ability to collect customer data, tinker with your branding, and determine whether you want to go big later.

So, when considering MOQ, consider the following: How much risk am I ready to accept? How fast do I want to get to market? And what is the happy place between cost and freedom for your private label wine business? Nailing this can be the difference-maker in your launch.

Buyers should factor in not just the MOQ but also storage, shipping, and potential resale restrictions when choosing a supplier. On platforms like Torg, MOQ terms are often negotiable, especially when building long-term partnerships.

Wine Label and Packaging Requirements

Packaging is not all about making your private label wine pretty, it's where your brand aesthetic collides with critical legal regulations. So, what do you actually have to put on it?

• Legal Must-Haves: You need to specify the bottle size, alcohol level (that's the ABV), any allergens, who produced it, and where it comes from. Omit any of these? That's a no in most countries.
• Obey Regional Regulations: There are regulations in every country, and you must play by those rules. An example would be if you're selling within the EU, the label must be a certain font size and have allergens listed clearly. It's almost like taking a test before going on the shelves.
• Tell Your Story: What's the vibe you prefer? Minimalist? Rustic? Elegant? Modern? Whatever you choose, stay consistent on your private label wine packaging. It's how customers remember and recognize your brand.
• Functionality Matters: Don't just consider appearances—how does the bottle ship? Is it a screw or cork cap? Your package must guard your wine so it can arrive safely and look wonderful on the shelf.

Ultimately, having your private label wine packaging in order is what matters, not only to catch attention, but also to establish trust. After all, if the label appears professional and legible, shoppers are more apt to choose your wine and return again.

Top 5 White Label & Private Label Wine Suppliers

1. PASSIONENATURA

Ever considered organic or biodynamic private label wines? Look no further than Passione Natura. They've dedicated more than 20 years to sustainable winemaking, from the vineyard to your own branded bottle. What's neat is every bottle can be traced to its vineyard, so you know where your wine originated. If you'd like your private label wine to share a natural, authentic story, they'll collaborate with you to make it a reality.

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2. MELA

Mela's not just about wine—its about making moments. Their private label wines emphasize one-of-a-kind blends from California, such as Rosé, White, and Red, along with a few Limited Edition standouts. What's their intention? To unite people with fantastic wine and a solid sense of community. Looking to sprinkle some social sparkle onto your wine brand? Mela might be your match.

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3. DESIGN YOUR WINE

Seeking custom-bottled wines with your own personal touch? Design Your Wine provides private label wines tailored to your specific requirements. Their private label wines from South Africa have a reputation for quality, and they also assist in label design and the production of the wine. Ideal if you wish your private label wine taste and packaging to be unique.

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4. DNA VINEYARDS

If you’re after variety and quality, DNA Vineyards is worth checking out. Based in the US, they mix years of experience with smart, sustainable grape growing to offer wines like Pinot Noir, Cabernet Sauvignon, and Zinfandel. They’re all about balancing price and quality—ideal for private label wine buyers looking for a solid deal without compromising flavor.

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5. LUXIUM WINES SL

Want bulk wine or full private label services with a reliable partner? Luxium Wines has more than a century of experience behind them. They are reliable and have an extensive network to ensure that you receive the best wines and assistance wherever you are in the world. Their white label services and wine consulting can ensure that your private label wine business grows smoothly.

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Conclusion

Considering starting your own private label wine brand? Not only is it possible, it's really not a bad idea at all. With the proper private label wine supplier, a compelling story to your wine, and an idea of who you're selling it to, you can make something truly unique alongside those widely recognized labels.

From selecting the appropriate wine varieties to working out all those label regulations, as well as organizing packaging and minimum order levels, the private label wine industry leaves you with ample opportunity to get inventive and adaptable. Whether you are an owner of a restaurant who wishes for a unique wine list, a retailer seeking distinctive products, or an entrepreneur eager to go it alone, this is your time.

So why wait? The distributors are standing by, the equipment is available, and clients are looking to experiment. Take the plunge, select wisely, and toast your own private label wine brand!