Massive growth for premium private label wines

Media release – for immediate release

BARCELONA, Spain. May 2, 2018 /PR Newswire. Barcelona-based wine brokerage firm Premium Wine Broker sees massive demand and growth in premium bulk wines. By collecting data from the first four months of the year they can confirm the trend pointed out by the Mintel research results. Katya Witham who is the global food and drink analyst at Mintel said in their report that “consumers now expect [private label] to be on a par with, or even surpass, the quality of national brands”. 

– We are seeing the same as Mintel, premium private labels are growing fast at the moment, brand owners are asking us about wine products that cater to ‘healthy lifestyles’ and similar, said Cruz Liljegren, head of wine broking at Premium Wine Broker.  

High demand for premium bulk wines

The wine brokerage has despite being quite new on the scene witnessed an unprecedented interest in premium feature bulk wines. “Premium wines with a certain provenance are getting more and more sought after, after publishing our annual bulk wine price list with our selection of the year, it became clear that the wines that sold out first was the premium selection” said Cruz Liljegren. Bulk wines with organic certifications, vegan wines, wines from a certain region and made from rare grape varietals where all the first to sell out, according to the company. 

“If we can give a piece of advice to private label owners, it would be to ride on this trend and try to improve your value proposition. It’s becoming clear to us that price is no longer the most important factor for consumers.”

More focus on premium bulk wines

With conscious consumption going mainstream, premium private labels with provenance and craft credentials can justify a higher price tag for many consumers. As a response to these statistics Premium Wine Broker plan to further expand their bulk wine portfolio on the premium side. “We are right now in negotiations with small and mid-sized wine producers who have tank volumes of wines such as Grüner Veltliner, Garnacha, Sumoll and Xarel·lo, grapes that has previously been very difficult to source by bulk”


PWB is a specialised wine broker aiming at providing the most interesting selection of bulk wines on the market. Each year they taste over 250 samples of bulk wine and select one wine in each category for their portfolio. 

MEDIA CONTACT: Cruz Liljegren, Head of wine broking,