Wine Enthusiast Podcast · Wine Enthusiast Magazine

Episode 164: What Makes a Private-Label Wine?

·43 min·4 clips

Travel through South America's best wineries in New York City with 90-plus point wines and live music.

This episode explores the creation and appeal of private-label wines in the retail industry. Host Stacey Briscoe, Managing Editor of *Wine Enthusiast*, interviews Alison Crowe, Vice President of Winemaking at Plata Wine Partners. Crowe's firm specializes in producing custom wines for grocery stores, restaurants, and other retailers. The conversation defines private-label wines as those exclusively made for and sold by a specific retailer, like a grocery store's house brand. Alison Crowe explains that Plata Wine Partners operates as a full-service winery, handling everything from grape sourcing to bottling for client brands. She details how the process begins with a retailer's concept, such as wanting a California Cabernet under ten dollars. Crowe's team then sources grapes, makes the wine, and designs the label to meet the client's exact specifications for price and style. The discussion notes that private labels represent a significant growth segment, allowing retailers to control their supply chain and offer unique products. These wines can range from simple, value-driven offerings to premium, small-lot productions. The episode also touches on how these arrangements provide winemakers like Crowe with creative opportunities outside traditional brand constraints. A key insight is that private-label wines are not inherently lower quality, as they must still compete on store shelves and satisfy the retailer's reputation. Crowe reveals that some private-label projects have won major awards, challenging the stigma around "house brands." She describes the collaborative process where retailers, who understand their customers, partner with winemakers who understand production. An interesting claim is that these wines can offer better value, as they eliminate middlemen and marketing costs associated with national brands. The system allows for rapid innovation, like creating a wine for a specific holiday promotion within a tight timeline. For winemakers, these projects offer a steady business stream and the chance to work with diverse grape varieties and regions. The tone is conversational and educational, breaking down a business-centric aspect of the wine world for a general audience. The style is interview-based, with the host asking direct questions to guide the expert through the topic. This episode would appeal to wine drinkers curious about the business behind supermarket wine shelves and aspiring winemakers interested in industry careers. Listeners seeking a deep dive into specific wine regions or tasting notes might find the commercial focus less engaging.

Listen to the show on

Apple Podcasts Spotify

Play clips from this episode More from Wine Enthusiast Podcast