Valdo's Approach to Brand Growth and Private Strategy
By Matteo Bolla
April 7, 2026
5 MIN READ
This article is featured in the Magazine “Private Label and National Brands: Decoding Food Retail”, created in collaboration with Global Retail Brands. You can find more insights about the Magazine and additional articles here.
Wine producers today face a unique balancing act. Beyond harvests and bottlings, they’re managing brand legacies while adapting to the growing influence of private label programs led by major retailers.
Across the global wine industry, and especially in the U.S., private label is no longer a trend, but a structural force. According to data from the Private Label Manufacturers Association and Circana, in the 52 weeks ending June 2023, private label wine sales in the U.S. grew by 9.1%, even as overall retail wine sales declined by 1%. As we move through 2025, this trend continues to shape retailer priorities: margin control, differentiation, and exclusive offerings remain at the forefront.
At Valdo, this is something we’ve been working through ourselves. With deep roots in the Prosecco region of Valdobbiadene, where Italy’s finest Prosecco wine comes from, and nearly a century of experience, our company has long focused on branded sparkling wines. But over time, we’ve also expanded, both into still wines and into new types of collaborations, including recent private label partnerships.
We’re not alone in this. As of 2025, private label wines are estimated to account for approximately 8–10% of all domestic wine sales in the U.S., a steady but meaningful share that reflects their established role in the market. For producers, this means operating in a landscape where private label is no longer a side business, but a complementary path to brand growth and broader consumer reach.
“As of 2025, private label wines are estimated to account for approximately 8–10% of all domestic wine sales in the U.S.”
When Brand and Private Label Coexist
So how do you grow a premium brand and develop private label lines at the same time, without them stepping on each other’s toes? In our experience, the answer is clear differentiation.
Branded wines, like our Marca Oro, carry the weight of heritage, brand identity, and strong market presence. Our private label offerings, on the other hand, are shaped around specific needs: from unique packaging, to custom blends crafted for specific retail chains, positioning, or pricing. When both sides are developed intentionally, they can coexist rather than compete.
This is a key principle for producers across the sector: product segmentation must be strategic. Branded wines benefit from origin storytelling, historical credibility, and emotional value. Private labels, meanwhile, thrive on affordable quality, retailer exclusivity, and consumer trust in the point of sale.
This approach allows both sides of the business to thrive: retailers gain exclusive products they can promote and differentiate, while producers preserve their brand identity and continue building consumer trust.
Educating the Consumer: DOC vs. DOCG
In a market like the U.S., where Prosecco continues to be a hot category, but price often drives purchasing decisions, standing out as a branded product means investing in more than quality. Design, education and storytelling all play a role, especially when many consumers still don’t fully recognize the difference between Prosecco DOC and DOCG.
DOC (Denominazione di Origine Controllata) refers to a broad production zone with fewer restrictions, while DOCG (Denominazione di Origine Controllata e Garantita), like Valdobbiadene, indicates a smaller, more prestigious area with stricter quality controls and higher standards. It’s a difference in both geography and craftsmanship, something brands like Valdo, with century-old roots, are well-equipped to communicate.
According to export data, the U.S. imported approximately 9.8 million 9-liter cases of Prosecco DOC in 2024 accounting for about 23% of the denomination’s total exports, and reflecting a 17% increase compared to the same period in 2023. Despite this growing popularity, many American consumers still see Prosecco as an everyday sparkling wine, accessible, but indistinct in terms of origin. Educating consumers about the meaning of labels like DOC and DOCG is a shared responsibility across the wine industry, and one that branded producers can lead.
Rethinking Private Label: Intentionality and Trust
At the same time, there’s space for well-crafted private labels that offer value and consistency. But with so many new labels hitting shelves everyday, brand loyalty can be fragile. That’s why collaboration between retailers and producers is more important now than ever in order to build private label programs that feel intentional, not interchangeable.
Trends show that shoppers are increasingly open to trying exclusive supermarket brands, especially when packaging, pricing, and shelf presentation signal quality. This creates space for producers to bring real craftsmanship into private label projects, provided they’re developed thoughtfully and strategically alongside retail partners.
What We’ve Learned
From our experience, success in this space relies on a few key principles:
1. Strong retail partnerships aren’t just helpful, they’re foundational across the industry.
When producers and retailers operate with mutual trust and clear communication, it becomes much easier to co-create wines that meet real consumer needs, rather than just filling shelf space.
2. Defining boundaries between branded and private label lines is essential.
These two channels serve different purposes, and the more distinct they are in terms of positioning, storytelling, and target audience, the better they perform. It’s not about keeping them apart for fear of overlap, it’s about giving each the clarity it needs to succeed.
3. Visibility plays a bigger role than many expect.
A label, whether it bears a historic name or a custom design for a retailer, still needs consistent support to cut through the noise. That might mean investing in design, staff training, or storytelling tools that help explain the wine’s origin and purpose. It all contributes to making sure each product feels intentional and cared for, rather than generic or interchangeable.
In short:
- Strong retail partnerships make the difference
- Clear brand vs. private label segmentation matters
- All labels need visibility to succeed
Valdo’s story is proof that history and innovation can go hand in hand. Nearly 100 years of winemaking has taught us that staying relevant doesn’t mean letting go of your roots, it means being willing to evolve while staying true to what matters most: quality, collaboration and a clear sense of purpose.
Share on
