Private label wine is growing faster than national brands, and the gap continues to widen.
What was once viewed primarily as a value category has evolved into a major growth strategy for retailers, restaurants, and hospitality groups looking for stronger margins, more pricing control, and exclusive products.
Recent data from the Private Label Manufacturers Association (PLMA) and Circana shows private label sales growing 3.3% in 2025, compared to 1.2% growth for national brands. Another 2025 mid-year report showed the same trend, with private label growing 4.4% while national brands increased just 1.1%.
The shift is not just tied to higher prices. Private label unit sales increased during the same period, while national brand unit sales declined, showing that consumers are actively changing purchasing behavior, not simply spending more. That trend is becoming increasingly visible in wine.
Why Retailers Are Expanding Private Label Programs
For retailers, private label wine creates advantages that national brands often cannot.
Private label programs give retailers more control over sourcing, packaging, positioning, and pricing. Rather than competing directly against identical products sold across multiple retailers, businesses can build exclusive wine programs designed around their own customer base and margin goals.
Private label also provides more flexibility when navigating shifting supply conditions and pricing pressure. Retailers are not locked into the same pricing structures, promotional cycles, or product limitations that often come with national brands. That flexibility allows businesses to adapt more quickly while maintaining consistency across shelves, menus, and product tiers.
At the same time, private label wine gives retailers and hospitality groups the ability to offer products customers cannot find elsewhere. For grocery, restaurant, and hospitality brands, that exclusivity has become increasingly important in crowded markets where differentiation matters. Instead of relying entirely on nationally distributed labels, businesses can build wine programs that better align with their audience, pricing strategy, and overall brand identity.
The Growth Is Long-Term
Private label growth has outpaced national brands for several consecutive years across retail categories.
Store brand sales have increased by more than $51 billion over the past four years, and some forecasts suggest private label could account for nearly 24% of total U.S. retail market share by 2030.
Consumer perception has shifted alongside that growth. Private label products are increasingly viewed as quality-driven, consistent, and brand-focused rather than secondary alternatives.
As retailers continue looking for ways to improve margins, strengthen customer loyalty, and create more control within their beverage programs, private label wine is becoming a larger part of long-term retail strategy. Businesses that invest early have an opportunity to create stronger differentiation, more pricing flexibility, and exclusive products tailored to their audience. Ready to get ahead and start your private label wine program? Contact NexTerra to learn more.
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Inside NexTerra'a Private Label Winery