1. Bulk Wine & Spirits Show How Retailers Can Grow Their Private Label Business
Bob Paulinski, MW

2. Bob Paulinski, MW Head of Sourcing (BCM) – Wine, Beer & Spirits
Coles Liquor Group
Melbourne, Australia

3. What is Private Label?

4. 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

5. Why would you want to grow private label?
Differentiator
Value driver
Frequency/loyalty
Options with your branded suppliers

6. 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.

7. 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

8. Thank you!

9. Founding Partners

10. Media Partners

11. Sponsors and Partners