Q&A: Albertsons' Master of Wine on the Future of Vino in America
Continued growth of private label has retailers looking for new opportunities to expand sales, and wine is a category that is on the radar for many.
Today, a number of grocery stores and mass merchants carry a selection of vino where allowed by law, and the focus now for some is developing proprietary own brand wine assortments.
Among the leaders in this effort is Albertsons, which recently became the first grocer to join the Wine Market Council, an organization whose membership has been dominated by wineries and is focused on forward-looking market research on the purchasing habits, attitudes, and trends of the U.S. wine consumer.
As part of the grocer’s membership, Curtis Mann, master of Wine and group vice president of Alcohol at Albertsons, is now a member of the Council’s board. Mann will bring to the board his perspective on the industry and help bridge the gap between producers and retailers.
He spoke with Store Brands about his role with the Wine Market Council and Albertsons’ ongoing effort to continue developing its private label wine collection.
STORE BRANDS: Albertsons is the first-ever retailer to join the Wine Market Council. What inspired the company to pursue membership, and why now?
CURTIS MANN: At Albertsons Cos., we’ve always believed that retailers deserve a seat at the table when it comes to shaping the future of the wine industry. As consumer behavior continues to evolve rapidly, now felt like the right moment to bring our real-time retail insights to a council long driven by producers. It’s about creating a more connected, informed ecosystem for everyone, from vineyard to shelf.
SB: What does this milestone mean for Albertsons Cos. and the Wine Market Council as a whole?
CM: It’s a meaningful step forward for both parties. For Albertsons Cos., it’s an opportunity to collaborate more deeply with producers and researchers to better serve our customers. For the Council, it opens the door to retail insights and shopper trends that can help shape smarter, more consumer-focused strategies across the industry.
SB: How do you see your role on the Council’s board helping to bring a new perspective to its work, particularly in connecting producers and retailers?
CM: My goal is to serve as a bridge, translating consumer shopping behaviors and in-store performance into actionable insights for producers. There’s a growing need to align what’s being made with what’s being bought, and I’m excited to help foster that alignment in a way that benefits everyone.
SB: Are there different types of insights you, as a retailer, can bring to the Council?
CM: Absolutely. We are closest to the customer, so we can provide fast and accurate insights on category growth, packaging preferences, and how wine fits into broader basket-building behavior. We can also help wineries create more strategic plans for addressing customer behavior changes and create incremental products that are relevant to new customers.
SB: Albertsons continues to grow its private label wine portfolio. What’s driving that success?
CM: It comes down to quality, value, and type of wine. We put a lot of pressure on our suppliers to come to the table with the best juice from interesting appellations. We then heavily rely on repeat purchase rate to determine if our private label is resonating with customers. We have also had a lot of success with direct imports to add breadth to our growing portfolio.
SB: How has customer perception of private label wines changed in recent years, and how is Albertsons responding to those evolving expectations?
CM: Private label is no longer seen as ‘second tier,’ it’s now a space for innovation and discovery. Shoppers are looking for authentic wines with a great taste at a great price. We look to provide that equation. For example, on our Vinafore brand, we provide all of the wine stats on the front label, and even more on the QR code on the back label.
SB: What trends are you currently seeing in the wine market?
CM: With all of the information available to our customers, their desire to explore the world of wine has expanded. We’re seeing strong interest in lighter style white wines like Pinot Grigio, Vermentino, and Chenin Blanc. Consumers are also becoming more adventurous with imports and are willing to try new regions, making interesting red and white blends.
SB: Sustainability and transparency are increasingly important to consumers. How are these factors influencing your wine assortment, particularly in private label?
CM: We have released a number of brands that focus on Organic and Sustainable practices, like the O Organic wine, which is USDA Organic. We have also worked with a number of producers to feature their Sustainable and Biodynamically produced wines on our online website www.vinecellar.com. For every private label we make, we take into account the farming practices of the producers and things like glass weight. We are also pushing our supplies to be more sustainable.
SB: What excites you most about the future of wine at Albertsons and in the broader U.S. marketplace?
CM: The pace of innovation and consumer curiosity is incredibly energizing. We’re seeing more diversity in varietals, regions, and consumer demographics, and I’m excited to help lead the way in making wine more accessible, inclusive, and aligned with modern tastes. We are also seeing more ways to buy wine, whether that be in our grocery stores or online.
