Retailers Double Down on Adult Beverage Categories Private label retailers are increasingly viewing wine and spirits as strategic growth categories rather than value alternatives, with major chains investing in premium in-store experiences and expanded assortments. The Private Label Manufacturers Association (PLMA) will dedicate a designated Wine & Spirits section at its 2026 Store Brands Marketplace, scheduled for Nov. 15-17 in Chicago. The expansion reflects growing retailer commitment to building beverage-focused destinations that drive shopper loyalty and store differentiation. "Retailers are looking beyond traditional assortments to create unique beverage destinations that build shopper loyalty and product and store differentiation," said Dan Weil, PLMA's Senior Director, Chicago Trade Show. "We're offering a designated wine and spirits section where buyers can connect with exhibitors from around the world to build out their own portfolios."
Real-World Examples Drive Expansion Kroger's recent rollout of in-store wine shops exemplifies the trend, featuring expanded premium assortments and tasting experiences. The grocer's private label wine portfolio includes the Acronym, Parker's Estate, Simple Truth, and Private Selection lines. Alternatively, ALDI continues to present award-winning seasonal wine collections that reinforce consumer demand for quality, value-driven private label wines.
International Judging Reveals Shift in Consumer Preferences The show's newly rebranded World of Ideas will showcase the International Salute to Excellence Wine Awards, featuring three dozen winners from seven European countries and the U.S. During judging, several trends emerged: continued improvement in product quality, rising interest in low- and no-alcohol wines, and greater retailer investment in wines as a strategic category. The 2026 marketplace will offer buyers access to wines, spirits, beers, ciders, ready-to-drink beverages, and emerging concepts from multiple continents. PLMA expects to assemble thousands of exhibitors from 60 countries presenting food, beverages, health and beauty, household products, and general merchandise.
Why It Matters
For operators, this expansion signals that private label beverage programs—once a margin play—are now a competitive battleground for shopper traffic and store image. Buyers attending the show will have centralized sourcing access to differentiated wine and spirits portfolios that can elevate store positioning across grocery, club, discount, and specialty formats.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
