Buying Bulk Wine
How to Start a Wine Brand Without a Vineyard: Private Label and Bulk Wine
By Andrew L. · Published · 3 min read
What are private label and white label wine?
Private label wine is wine sold under your brand, made or bottled for you by someone else. White label means nearly the same thing: the producer supplies wine and you supply the brand. Neither term is a legal category, so the useful question is who does what.
| Model | Who makes the wine | Who owns the brand |
|---|---|---|
| Private or white label | A winery or bulk seller | You |
| Custom crush | A host facility, from your grapes or specs | You |
| Négociant brand | Growers and wineries you buy from | You |
| Estate winery | You, from your own vineyard | You |
Starting without a vineyard is common. The trade-off is that your quality control comes from choosing lots well, not from farming.
What is the path from idea to first bottle?
- Define the brand and the wine. Price point, style, and who will buy it.
- Source the wine. Search bulk wine listings, ask for samples, and get lab analysis. Read how to buy bulk wine.
- Sort out permits and premises. You may need your own federal and state permissions, or a host facility that already has them.
- Design the label and get it approved. Wine at 7 percent alcohol by volume or more that will be sold across state lines needs a Certificate of Label Approval (COLA) from TTB before bottling.
- Bottle. Through a licensed bottler or a host facility.
- Sell. Distribution rules vary by state.
What permits and approvals are involved?
At the federal level, TTB states that anyone wishing to operate a wine premises must apply and receive permission before beginning operations. A bottler needs approval for the bottling premises, and the label needs a COLA if the wine will be sold across state lines. Wine sold only within one state follows that state's rules, and TTB describes a certificate of exemption for wine that does not enter interstate commerce.
This is where many new brands get stuck, so talk to TTB, your state alcohol agency, or a qualified professional early. It is general information, not legal advice.
What does it cost? A framework, not a number
Costs vary too much to quote responsibly. Plan for each of these categories and get real quotes for every one:
| Cost category | What to ask |
|---|---|
| Wine | Price per gallon and quantity |
| Bottling | Per-bottle fee, minimums, scheduling |
| Glass and closures | Unit price and lead time |
| Labels and packaging | Design, printing, cases |
| Freight | Wine to the bottler, bottles to you |
| Taxes | Federal excise tax and state taxes |
| Compliance | Permits, label approval, reporting |
| Sales and marketing | Distribution margin, samples, events |
A simple illustration of the wine cost alone: one US gallon is about 5.05 bottles of 750 mL. At $10 per gallon, the wine costs about $1.98 per bottle before any of the other costs above. That is an illustration of arithmetic, not a market price.
What mistakes do new brands make?
- Claims the wine cannot support. Vintage, varietal, and appellation statements on a label have rules. Only claim what the lot supports.
- Inconsistent supply. A great lot may not repeat next year. Think about how you will source vintage two.
- Skipping samples. Always taste and test the actual lot.
- Underestimating compliance. Budget time and money for permits and label approval.
- Ignoring the alcohol level. The ABV on the label must match the wine within allowed tolerances. See how much alcohol is in wine.
When does this model fit?
It fits if you are strong at brand, sales, and sourcing, and want to start small and scale. It fits less well if your story depends on owning land or farming a specific vineyard.
Find your first lot
Browse bulk wine on HarvestLink, set a saved search for the varietals you want, and contact sellers through the site. Sellers can list confidentially, so a strong lot may come without a winery name attached. Read how that works, then arrange samples, payment, and delivery directly with the seller.
See bulk wine lots priced per gallon, including confidential listings.
Frequently asked questions
Can I sell wine I did not make?
Yes. Many brands buy finished wine and sell it under their own label. The rules that apply, including permits and how the label describes the wine, depend on what you do and where you sell, so confirm them with TTB and your state.
Do I need my own winery to start a brand?
Not necessarily. Some brands work through a custom crush or alternating proprietor arrangement, where a licensed host facility bottles the wine. Others qualify for their own permit. Ask TTB or a professional which route fits.
What is a COLA?
A Certificate of Label Approval is the federal approval a wine label needs before the bottled wine is sold across state lines. TTB requires it for wine at 7 percent alcohol by volume or more in that situation.
What is a négociant?
A négociant is a business that buys grapes or wine and sells it under its own brand. The word comes from France, and it now describes many US wine brands that do not own vineyards.
About HarvestLink
HarvestLink is an online marketplace where wine grape growers, wineries, and wine brands buy and sell wine grapes and bulk wine directly, including confidential listings under NDA.
Educational information, not legal, tax, or financial advice. Confirm permit and licensing requirements with the relevant agencies or a qualified professional.
Sources
- TTB: Wine permits and premises (accessed 2026-09-19)
- TTB: Certificate of Label Approval (COLA) (accessed 2026-09-19)
- TTB: Label approval basics (accessed 2026-09-19)