While the gates have been opened for a deepened private-label presence in the wine category, pricing and branding programs are still being ironed out as retailers plot their come-to-market strategies. "The conditions are ready for private-label wine in the U.S.," said Brian Sharoff, president of the New York-based Private Label Manufacturers Association, pointing to market shares in Europe of 40% and higher. "With over 2,000 separate brands offered and larger producers trying to ...

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