A trend that’s here to stay
In a landscape shaped by inflation and tightened household budgets, private labels have gained significant traction in the U.S. retail market. According to the latest Private Label Trends report by analytics firm Numerator, nearly every household in the country purchased at least one private label item in 2024. This behavioral shift has been strategically leveraged by major retailers like Walmart, Target, and Albertsons, who have launched new lines that aim not only at savings, but also at innovation, sustainability, and premium positioning.
Walmart and Target lead the growth
Among the most notable launches of the year are Walmart’s Bettergoods and Target’s Dealworthy, which topped the ranking of fastest-growing private label brands. Both more than doubled their annual sales volume, with increases over 200%. They were followed by Target’s Bullseye’s Playground (+109%), Aldi’s Choceur (+83%), and Dollar Tree’s B Pure (+75%). This momentum confirms the effectiveness of a strategy that goes beyond low prices, focusing on differentiated brand identity and a shopping experience aligned with modern consumer values.
Aldi, Trader Joe’s, and Costco: Private Label Giants
When it comes to overall positioning, Aldi continues to lead strongly, with 80% of its sales coming from private label products, followed by Trader Joe’s (70%) and Costco (35%). Major players like Walmart (31%) and Target (25%) also hold prominent positions, demonstrating that private labels are no longer exclusive to discount chains.
A revealing fact is that 42% of consumers purchase private labels to save money, but 59% believe these products offer above-average value for their price. However, only 27% perceive them to be on par with national brands in terms of quality—highlighting a clear opportunity to improve perception and continue innovating.
Wine Reinvented: Quality, Design, and Sustainability
One category where this evolution is particularly evident is wine. Albertsons, for example, has expanded its portfolio with the Bee Lightly line under its Own Brands. This new release offers affordable, well-rated French wines—both scoring 91 points from The Tasting Panel—while introducing a sustainable focus to the U.S. market: flat bottles made from 100% recycled PET, up to 87% lighter than conventional glass bottles.
Beyond Price: Value, Emotion, and Experience
The category’s growth has been steady. A study by Circana revealed that private label wine sales increased 9.1% year-over-year, reaching $52.2 million. Chains like Aldi have responded to this trend with new labels offering premium wines from around the world. The key lies in understanding that today’s consumers increasingly seek a holistic offering: accessible, sophisticated, and aligned with ethical and environmental standards.
9 Fairway: Elegance, Origins, and a Sense of Belonging in Miami
In this context of booming private label wines, 9 Fairway—a joint venture brand between Viña Casa Donoso and Toral Wines & Spirits—positions itself as a proposal that not only responds to evolving consumer demands but also delivers a brand story with identity. Inspired by the essence of Chile, this wine is more than just a drink: it’s an invitation to explore natural landscapes, connect with friends, and value origin.
9 Fairway can be found at the well-known Milam’s Markets chain in Miami, a strategic alliance between local company Toral Wines & Spirits and a brand with strong roots and prestige in South Florida.
We frequently conduct in-store tastings, highlighting our local roots and the importance of connecting with the tastes and expectations of end consumers. This close presence allows us to share authentic stories, build the brand, and deliver a unique experience directly at the point of sale.
Furthermore, the name 9 Fairway aims to connect with an audience that loves sports in general—and in Florida, there is a particular fondness for golf.
Country club life in Florida is about spending quality time with friends and family, which aligns perfectly with the values of the 9 Fairway brand.
Over time, the brand has also gained traction in hotel chains such as AC Marriott and in country clubs.
Unlike some private labels that are born solely as functional products, 9 Fairway weaves an emotional and identity-driven narrative, ideal for consumers seeking authenticity without sacrificing value. Just as Bee Lightly redefines packaging and Vinaforé aims to consolidate a diverse offering, 9 Fairway represents a new generation of wines that understand the market—without losing their soul.
9 Fairway features an innovative line with wines aged in Bourbon, Rum, and Tequila barrels, as well as a Buttery Chardonnay crafted in classic California style.
In a landscape where private labels compete not only on price but also on storytelling, design, and purpose, 9 Fairway stands as an example of Latin America’s—and especially Chile’s—potential to lead this transformation from the Global South.
Sources:
https://www.supermarketnews.com/private-label/albertsons-grows-its-private-label-wine-portfolio
