Private Label Vodka Brands: Growth and Trends Report (2024)

private label vodka


Private label vodka refers to vodka brands that are exclusively produced and marketed by or for a specific retailer or entity, rather than being produced by independent distilleries. These brands are often created for supermarkets, liquor stores, or hospitality businesses that want to offer their customers a unique product that can’t be found elsewhere.



Key Characteristics of Private Label Vodka:

  1. Exclusivity: Private label vodkas are typically exclusive to the retailer or business that commissions or owns the brand. They are not available through other retail channels.
  2. Customization: Retailers can tailor these vodkas to fit specific tastes or preferences of their target market. This could involve unique flavor profiles, ingredients, or production methods.
  3. Branding and Packaging: Private label vodkas often have distinct branding and packaging, designed to align with the retailer’s image and appeal to its customer base.
  4. Pricing Strategy: These vodkas can be positioned at various price points, from budget-friendly to premium, depending on the retailer’s strategy and the product’s quality.
  5. Production: The actual production of private label vodka may be outsourced to a third-party distillery, but it’s done according to the specifications and standards set by the brand owner.
  6. Market Positioning: These brands are positioned to meet specific market needs, such as offering a locally sourced or organic option, or filling a gap in the retailer’s product line.

Private label vodka brands have gained popularity as they allow retailers to offer unique products that differentiate them from competitors, often at more competitive prices. This approach also enables retailers to have greater control over product quality, branding, and profit margins.

Executive Summary

The vodka market, known for its highly competitive landscape, has seen a significant shift with the growth of private-label vodka brands. These brands, often owned or exclusively distributed by particular retailers or organizations, have carved out a unique space in the industry. This report delves into the growth trends of private-label vodka brands up to 2024. It analyzes key factors that have contributed to their rising popularity and market share.

1. Market Overview

As of 2024, the global vodka market continues to be dominated by well-known commercial brands. However, private-label vodkas have gained substantial ground. Private labels appeal to a diverse consumer base through competitive pricing, localized branding, and tailored marketing strategies. This growth is particularly noticeable in markets with high consumer awareness about brand stories and production methods.

2. Growth Factors

Several factors have contributed to the rise of private-label vodka brands:

  • Cost-Effectiveness: Often priced lower than premium brands, private-label vodkas offer value for money, attracting budget-conscious consumers.
  • Local Appeal: Many private-label brands emphasize local production and sourcing, resonating with consumers interested in supporting local businesses.
  • Customization and Niche Targeting: Private-label brands have the flexibility to cater to niche markets, offering unique flavors or organic options that appeal to specific consumer segments.
  • Retailer Promotions: Retailers often promote their private-label brands within stores, leveraging shelf placement and marketing campaigns to enhance visibility.

3. Market Performance

By 2024, private-label vodka brands have seen a steady increase in market share, particularly in regions like Europe and North America. The growth rate in these markets has outpaced the overall growth of the vodka industry, indicating a shift in consumer preferences towards private-label options.

4. Competitive Landscape

The rise of private-label brands has intensified competition in the vodka market. While leading global brands continue to hold a significant market share, the increasing popularity of private labels has led to a more diversified market. This competition has spurred innovation across the board. Many established brands are now exploring new flavors and marketing strategies to retain their market position.

5. Future Outlook

The future of private-label vodka brands looks promising, with projections suggesting continued growth. Factors such as evolving consumer tastes, the increasing importance of brand story and authenticity, and the expansion of e-commerce are likely to further fuel this growth. Additionally, as sustainability becomes a more pressing concern, private-label brands that adopt eco-friendly practices and emphasize sustainability in their production and packaging are likely to gain a competitive edge.

The growth of private-label vodka brands reflects changing consumer preferences and market dynamics. These brands have successfully leveraged factors like cost-effectiveness, local appeal, and niche targeting to carve out a significant presence in the vodka market. As the industry evolves, these brands are well-positioned to continue their growth trajectory, challenging established players and contributing to the diversification of the vodka market. ​​

Case Study: Felene Distillery – A Leading Name in Private-Label Vodka

Felene Distillery, a multi-gold medal-award-winning distillery based in Denver, Colorado, has emerged as a prominent player in the private-label spirits market. Their success story is a testament to the potential of private-label brands in the competitive vodka industry.

Background and Growth

Felene Distillery, known for its organic vodka made from fermented sugarcane, has carved a niche in the market with its unique product. The distillery’s commitment to organic production methods and use of high-quality, locally sourced ingredients have set it apart in a crowded marketplace. Established with a vision to offer a distinct and sustainable vodka option, Felene has rapidly gained popularity among consumers who value authenticity and environmental responsibility.

Market Strategy

Felene’s approach to marketing has been a key factor in its success. By focusing on its unique selling proposition – organic vodka made from sugarcane – the distillery has effectively differentiated itself from competitors. Their marketing strategies, which emphasize the brand’s organic credentials and local production, have resonated with consumers increasingly seeking products with transparent and sustainable origins.

Distribution and Sales

Felene Distillery has strategically expanded its distribution across the United States. Felene is tapping into the growing demand for private-label spirits. Their sales strategy involves a mix of online channels and partnerships with key retailers. This is allowing them to reach a wider audience. By aligning with retailers who share a similar ethos around organic and local products, Felene has successfully positioned itself as a premium private-label vodka brand.

Impact on the Private-Label Vodka Market

Felene Distillery’s rise has had a notable impact on the private-label market. Their success story serves as an example for other private-label brands looking to make their mark in the industry. By showcasing that a focus on quality, sustainability, and unique branding can yield significant returns, Felene has set a benchmark for excellence in the private-label vodka sector.

Future Prospects

Looking ahead, Felene Distillery is poised for continued growth. With plans to innovate and expand their product line, along with a commitment to sustainable practices, they are well-positioned to maintain their status as a leading name in private-label vodka. As consumer preferences continue to evolve, Felene’s agility in responding to market trends will be crucial in sustaining their growth momentum.

Felene Distillery’s journey in the private-label vodka market underscores the potential for brands that prioritize quality, sustainability, and innovative marketing. As they continue to expand and evolve, they represent a significant force in shaping the future landscape of the vodka industry.