Bulk Wine & Spirits Show How Retailers Can Grow Their Private Label Business Bob Paulinski, MW
Bob Paulinski, MW Head of Sourcing (BCM) – Wine, Beer & Spirits Coles Liquor Group Melbourne, Australia
What is Private Label?
Concept to Completion Not to be confused with control brands or exclusive brands A brief history of private label wine Opening Price Point Sold on price point only Not treated as a true branded product
Why would you want to grow private label? Differentiator Value driver Frequency/loyalty Options with your branded suppliers
Pre-build considerations Gap analysis: determine the size of prize, target audience and a target price point that provides value versus the branded competition. Intent: pack design cues that align with product type, create a unique selling proposition, ensure there is an added value component. Vetting process: supplier, scope, capability, price stability, niche trends , track record. Wine Profile: rigorous product benchmarking.
Post-build considerations Assure Promotional Cadence Protect Brand Equity – do not sell on price alone Refresh Artwork as Needed Assess Line Extensions Set Financial Targets and Incentives Marketing, Store Operations
Thank you! Robert.Paulinski@Coles.com.au
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